Sample DQI Analysis · TDDS Dealer Sample
24 dealers. Sample DQI scores.
Provider-level readiness picture.
Provider-level readiness picture.
Click to run all 24 dealers against the TDDS DQI methodology — scored on Adobe Analytics signal, TMS compliance, XDM readiness, and consent coverage. Results stream in as each dealer is assessed.
Synthetic data · no network calls made. Scores are modelled from known certified provider stack configurations for each dealer — not live HTML scans. The scoring methodology (AA signal, TMS compliance, XDM readiness, CMP coverage) is identical to what Merkle's Phase 1 data collection audit applies across all 1,220 TDDS sites.
80–100
Strong
AA + Ensighten + XDM + CMP
65–79
Compliant
AA present, minor gaps
45–64
Needs Work
Partial signal, schema gaps
25–44
At Risk
Missing AA or TMS
0–24
Critical
No recognizable signals
Scanning dealer network
0 / 24
Initializing…
Dealers Scored
—
of 1,220 network total
AA Signal Detected
—
of 24 dealers
Ensighten TMS
—
TDDS-standard TMS
XDM Ready
—
ACDL / XDM signals
Network Avg DQI
—
out of 100
| Code | Dealer | Region | Web Provider | DQI | AA | TMS | XDM | Event Completeness | Consent & Data Governance |
|---|
No results matchAdjust the status filter or search above.
Executive Summary
Toyota's dealer network doesn't have a tagging problem.
It has a data ownership problem.
It has a data ownership problem.
41 un-certified providers are operating independently, defining their own KPIs, and producing data TMNA cannot aggregate, trust, or act on. Merkle will end that — with a single TMNA-owned standard, enforced across every provider, every site.
1,220
Toyota Dealer Websites in TDDS
41
Un-Certified Tool Providers Today
0
Standardized Data Layers Today
Nov '26
Target Completion Deadline
Three problems. One engagement solves all three.
Problem 01
Your data is fragmented across 41 un-certified providers
Each provider defines KPIs differently. You cannot aggregate, compare, or trust dealer data at the network level today.
See how we fix this →
Problem 02
TMNA doesn't own its data structures
No TMNA-controlled schema means no path to a CDP, no reliable attribution, and ongoing dependency on vendor-side logic.
See how we fix this →
Problem 03
Contractual authority without enforcement
TMNA holds authority over all 41 providers but has no implementation tracking, no escalation playbook, no remediation path.
See how we fix this →
The Deadline
Full network coverage by November 2026
1,220 sites. 41 certified providers. A phased schedule that starts with the largest dealers and meets TMNA's November 30 deadline without compromise.
View the Roadmap →
Three-phase delivery · Jun 28 - Nov 30, 2026
1
Phase 1 · Jun - Aug
Foundation & Group A/B Dealers
Closes: TMNA Decision Gate · Framework Approval
Transition team onboarding, stakeholder discovery, KPI framework, data layer spec, and Adobe solution design run concurrently. Largest Size A/B dealer cohorts onboarded first.
2
Phase 2 · Sep - Oct
Network Expansion: Group C/D
Closes: TMNA Decision Gate · Phase 2 Validation
All 41 provider categories implement on a rolling basis. DQI scoring begins for A/B dealers. Ensighten/Adobe Analytics pipeline live. C/D tier spec extended.
3
Phase 3 · Nov
Full Coverage & Handoff
Complete: November 30, 2026
All 41 providers validated. Size E rollout complete. TMNA-owned dashboard live. Documentation, knowledge transfer, and governance model handed to your team.
Merkle by the numbers
$2M+
Incremental Revenue · Year One · Dealer Network Engagement
$150M
Annual Incremental Revenue · Mobility Client · Adobe Target
93%
Reduction in Analytics Technical Debt · Global Mobility
1,300+
Adobe Credentials & Certifications · Global Platinum Partner
Why Merkle
We've done this before
2,400 dealer sites, 7 providers, one standard · the closest direct analog to TDDS in existence. $2M incremental revenue in year one from A/B testing alone.
Global Adobe Platinum Partner
1,300+ Adobe credentials. 2,700+ Adobe-trained staff globally. One of two GenStudio Innovation Award winners worldwide.
We build to transfer
No perpetual Merkle dependency. Every spec, schema, and playbook is TMNA-owned on delivery. Your team runs QA independently after November 2026.
Enforcement is the product
Four-stage QA, DQI scoring by dealer size cohort, and formal remediation SLA's. TMNA's contractual authority becomes operational reality.
Automotive native
VW, Ford, Hyundai, Bridgestone, Subaru, Nissan, Infiniti, Cox Automotive. We understand OEM-to-dealer governance · this is not a first attempt.
Direct integration
Structured onboarding with TMNA TDDS teams. Bi-weekly governance reviews. One escalation path. Zero administrative overhead.
Implementation Roadmap · Jun 28 - Nov 30, 2026
Jun '26
Kickoff Jun 28
Kickoff Jun 28
Jul '26
Aug '26
Sep '26
Oct '26
Nov '26
Phase 1: Foundation & Framework (Jun–Aug)
Transition Team Onboarding
Kickoff
Stakeholder Interviews & Discovery
Discovery
Data Collection Audit
KPI Framework & Measurement Design
Data Layer Specification
Tagging Strategy (Event Taxonomy)
Solution Design Reference (Adobe)
Phase 2: Provider Enablement & Network Expansion (Sep–Oct)
Provider Spec Publishing
Website Providers (7): Implementation
Spec + Train + Impl
Digital Retail Tools (10): Implementation
Chat Tools (8): Implementation
Trade-In Tools (7): Implementation
Service Schedulers (9): Implementation
Pre-Implementation QA Review
Implementation QA Validation
DQI Scoring A/B
Ensighten / Adobe Analytics Pipeline
Phase 3: Full Network Coverage & Handoff (Nov)
Size C/D/E Dealer Rollout
Full Coverage
Production Validation: All 41
Remediation SLA
TMNA-Owned Dashboard Live
Dashboard Live
Knowledge Transfer & Documentation
TMNA Team Training & Handoff
Program Complete ◆
Phase 1
Phase 2
Phase 3
QA & Governance
Documentation & Handoff
TMNA Decision Gate
What TMNA will own on December 1, 2026
✓
One standardized frameworkDeployed across all 1,220 Toyota dealer sites · every KPI defined, triggered, and named the same way.
✓
41 certified providersEvery tool provider validated, scored, and compliant. Un-certified no more.
✓
Full data ownershipEvery schema, spec, and scoring framework is a TMNA asset. No licensing, no Merkle dependency post-engagement.
✓
An enforcement mechanismDQI scoring, remediation SLA's, and certification renewal gates · authority turned into operational reality.
✓
A CDP-ready pipelineWeb SDK migration path and identity-ready data structures built in from day one · no re-tagging when TMNA activates.
✓
An independent TMNA teamFull knowledge transfer, trained staff, and DataTrue-configured monitoring. Your team runs it without Merkle.
Problem 01
Your data is fragmented across 41 un-certified providers.
Each of 41 un-certified providers defines KPIs independently. TMNA cannot aggregate dealer data across the network, compare performance across providers, or trust any number that comes out of Tier 3 today.
41
Un-Certified Providers · Each Defining KPIs Differently
5
Tool Categories · Zero Consistent Event Schema
0
Standardized Data Layers Across the Network Today
The fragmentation problem · visualized
What fragmentation actually costs TMNA
No Network-Level KPIs
Lead rate, DR funnel completion, and service appointment conversion are defined differently by every provider. A "lead" at Dealer A is not a "lead" at Dealer B. Network averages are meaningless.
No Provider Accountability
Without a common schema, TMNA cannot compare Provider X against Provider Y · or determine whether poor numbers reflect poor implementation or poor provider execution.
No Path to a CDP
An OEM-level CDP requires consistent identity attributes and event schemas across all touchpoints. Fragmented Tier 3 data blocks that investment entirely until the standard is in place.
Media Budget at Risk
Inaccurate attribution data produces inaccurate channel allocation. One comparable engagement uncovered $4M in media efficiency just by improving signal quality · the same upside exists here.
How Merkle solves it
- One canonical KPI framework · every metric defined with an exact trigger, required parameters, Adobe variable mapping, and reporting levels
- A TMNA Global XDM schema implemented via Adobe Client Data Layer (ACDL) · structured for Web SDK and CJA, applicable across all 5 provider categories and all 1,220 sites
- 41 certified providers · every un-certified provider briefed, trained, validated, and scored against the TMNA spec before November 30
- Size-stratified DQI scoring · comparable data across providers for the first time, an apples-to-apples accountability baseline
The distinction that matters: Prior Tier 3 analytics efforts failed because specs defined what to collect but not precisely when · producing incomparable data across providers. This framework closes that gap before a single provider begins implementation.
Problem 02
TMNA doesn't own its data structures · yet.
The current architecture has no mechanism ensuring TMNA controls data schemas, tagging frameworks, or event taxonomies. Every provider operates inside its own silo. When the engagement ends, TMNA should own everything · and with Merkle, it will.
What Merkle delivers that TMNA will own on day one
The Data Layer Schema
An Adobe Client Data Layer (ACDL) implementation mapped to a TMNA Global XDM schema · structured for Web SDK and CJA from day one, applicable across all 5 provider categories, TMNA-owned outright on delivery.
The KPI Framework
Every canonical KPI definition, trigger, required variable, and Adobe Analytics mapping · GVM-aligned and ready for report suite configuration from day one.
The DQI Scoring Logic
Merkle-defined, TMNA-owned. Configured in DataTrue for independent operation. TMNA runs provider scoring without Merkle involvement after handoff.
The Governance Playbooks
Provider onboarding criteria, remediation SLA templates, and certification renewal gates · all structured for direct insertion into TDDS program materials permanently.
The CDP path you're building toward
- Today (Adobe Analytics): ACDL pushes XDM events. Ensighten reads the TMNA Global XDM schema and maps to AppMeasurement eVars, props, and events per TMNA-enterprise spec.
- Tomorrow (Web SDK / CJA): Same ACDL provider implementations, zero re-tagging. The data.__adobe.analytics XDM object makes the migration completely seamless.
- Future (OEM CDP): Identity-ready. No vendor graph. The XDM identity map accepts a hashed identity value when TMNA activates · no re-instrumentation required.
Problem 03
Contractual authority without an enforcement mechanism.
TMNA holds authority over all 41 providers. But authority without a structured enforcement mechanism is just paperwork. Merkle builds the mechanism · four-stage QA, DQI scoring by dealer size, formal remediation SLA's, and certification renewal gates that make compliance a permanent program condition.
The four-stage QA process
1
Pre-Implementation
- Spec review with each provider
- Environment inventory (CMS, TMS, iFrame)
- Platform limitations documented
- Acceptance criteria confirmed
2
Implementation Review
- Tag audit via devtools + proxy
- Event firing validation against spec
- Data layer completeness check
- Adobe Analytics variable mapping confirmed
3
Production Validation
- Live site audits per provider
- DQI score assigned (5 dimensions)
- Dashboard data reconciliation
- Remediation SLA clock starts at failure
4
Ongoing Monitoring
- Monthly DQI review per category
- Alert framework for volume drop-off
- Certification renewal QA gate
- TMNA team trained to run independently
Enforcement Principle: TMNA holds contractual authority over all 41 providers. Merkle defines the escalation process. Missed requirements trigger a formal cure period. Unresolved gaps escalate to TDDS program management for certification review. Merkle documents. TMNA enforces.
What enforcement looks like in practice
- Every gap has an owner and a deadline · formal SLA-governed cure periods, not informal follow-up emails
- Non-compliance risks decertification · the program's ultimate enforcement lever, held exclusively by TMNA/TDDS
- New providers must certify on entry · the framework becomes self-perpetuating as the TDDS ecosystem evolves
- Annual renewal QA gates sustain data quality without ongoing Merkle involvement
Phase 1 · Foundation
Transition & Discovery
Six weeks. One approved blueprint. Every decision downstream depends on getting this right · before a single implementation line is written.
6
Structured Weeks · Discovery to Approved Blueprint
41
Provider Environments Inventoried
1
TMNA-Signed Blueprint Before Phase 2 Begins
Discovery & Onboarding Process · Weeks 1–6
1
Transition Team Onboarding
Week 1
Introductions, onsite sessions, RACI, ways of working, tools, regular meetings, and reporting cadence established with TMNA TDDS teams.
2
Discovery Questionnaire
Week 1
Distributed to TMNA TDDS, stakeholders, regions, markets, and departments · Marketing, BI, IT/Tech · to surface measurement challenges and existing data gaps.
3
Stakeholder Interviews
Weeks 2–3
Workshops identifying goals, blockers, desired KPIs, and business objectives. Covers TMNA/TDDS stakeholders, site providers, tool providers, agencies, and CRM teams.
TMNA / TDDS
Site Providers
Tool Providers
Agencies
CRM Teams
4
Discovery Playback & Current State Assessment
Week 4
Follow-up workshop synthesizing findings with key TMNA and TDDS stakeholders. Documents Adobe Analytics and Ensighten state, maps data layer coverage and tagging gaps, inventories platform access and environments, and flags urgent remediation items.
✓
Validation & Blueprint Finalization
Weeks 5–6
Confirm baseline data integrity and remediation threshold before implementation proceeds. Finalize measurement architecture. Consolidate findings into an approved blueprint with confirmed backlog, RACI, and sprint cadence before provider enablement begins.
What TMNA gets at the end of Week 6
- An approved measurement blueprint · TMNA-signed, backlog-confirmed, and sprint-ready before Phase 1 closes
- A current-state inventory · Adobe Analytics and Ensighten documented, every gap mapped, urgent items flagged
- Stakeholder alignment on record · goals, KPIs, and blockers from all TMNA, TDDS, and provider stakeholders captured and synthesized
- Zero guesswork at spec time · the audit findings directly inform the data layer specification so no requirements fail in production
Phase 1 · Foundation
Measurement Framework
The spec that ends inconsistency. Every KPI has a canonical definition, exact trigger, required variables, and Adobe Analytics mapping · so a lead is a lead across all 1,220 dealer sites.
4
KPI Domains · Every Dealer Touchpoint
GVM
Aligned · TMNA Internal Standard Format
4
Reporting Levels · Dealer to Network
Signal Over Noise · Four KPI Domains, Every Touchpoint
Website Behavior
Sessions, SRP-to-VDP progression, bounce rate by entry page and traffic source.
SRP to VDP Rate
Session Quality
Bounce by Source
Digital Retail
DR tool launch rate, funnel progression by step, payment estimator completion across 10 providers.
DR Launch Rate
Funnel Step Rate
Finance Engagement
Tool Funnel
Trade-in launch, valuation, completion across 7 providers. Service appointment funnel across 9 schedulers.
Trade-In Completion
Appt. Confirmation
Chat Engagement
Tier 1 to 3 Journey
Traffic flow into, through, and out of dealer sites · full-funnel OEM-level optimization.
OEM to Dealer Flow
Attribution Path
CDP Identity Ready
Sample Canonical KPI Definitions
Digital Retail Launch Rate
Digital Retail Engagement
TriggerDOMContentLoaded on DR tool iframe render within VDP
Requiredprovider_id · tool_type · vehicle_vin · dealer_code
AA VareVar42 (tool_type) + event23 (dr_launch)
Levelsdealer | provider | size_cohort | network
SRP-to-VDP Progression Rate
Website Behavior
TriggerPageview where page_type = 'VDP' following page_type = 'SRP'
Requiredpage_type · dealer_code · traffic_source · session_id
AA VareVar12 (page_type) + pathing report
Levelsdealer | size_cohort | network | traffic_source
Service Appointment Completion
Tool Funnel Performance
TriggerConfirmation page render or postMessage confirmation event
Requiredprovider_id · appointment_type · dealer_code · step
AA VareVar51 (appt_type) + event31 (appt_complete)
Levelsdealer | provider | size_cohort | network
VDP-to-DR Funnel Progression
Digital Retail Engagement
TriggerpostMessage event at each DR tool step transition
Requiredstep_name · step_number · tool_type · dealer_code
AA VareVar43 (step_name) + event24 (step_complete)
Levelsdealer | provider | network
What TMNA gets
- GVM-aligned KPI definitions in TMNA's internal standard format, ready for report suite configuration on day one
- Every KPI reportable at four levels: dealer, provider, size cohort, and network · apples-to-apples comparison for the first time
- CDP-extensible design: event and attribute structures built for identity resolution without re-tagging
Phase 1 · Foundation
Data Collection Audit
A provider-by-provider inventory of current-state data collection across all 41 un-certified providers · the factual baseline that makes the specification achievable, not aspirational.
The 41-Provider Ecosystem
TDDS Certified Provider Categories · All Audited Before a Single Spec Line Is Written
Website
7
Dealer Alchemist, Dealer eProcess, Dealer Inspire, Dealer.com, DealerOn, Fox Dealer, and Team Velocity. All currently push to Adobe Analytics. Implement first.
Digital Retail
10
Payment estimator and full DR flows. iFrame event passthrough with standardized action schema across all ten providers.
Chat Tools
8
Multiple platforms. Merkle assesses post-message bridge vs. direct ACDL push per provider. XDM event schema confirmed before guidance is issued.
Trade-In
7
Widget events: start, step, valuation received, completion. Abandonment tracking required at each funnel step.
Service Scheduler
9
Appointment funnel: start, step, confirmation, abandonment. Highest variability in current capability across the five categories.
Total Providers Assessed Before a Single Spec Line Is Written
41 Providers · 1,220 Sites
Audit Readiness Matrix · Provider Category Assessment
| Provider Category | Count | Adobe AA Push | Data Layer | Event Schema | iFrame/Widget | Audit Priority |
|---|---|---|---|---|---|---|
| Website Providers | 7 | ✓ All 7 | Partial | Inconsistent | N/A | First · Foundational |
| Digital Retail Tools | 10 | Some | ✗ None | ✗ None | iFrame passthrough | First · High Value |
| Chat Tools | 8 | ✗ Varies | ✗ None | ✗ None | postMessage / direct | Second |
| Trade-In Tools | 7 | ✗ Varies | ✗ None | ✗ None | Widget events | Second |
| Service Schedulers | 9 | ✗ Varies | ✗ None | ✗ None | Widget events | Third · Highest Variability |
✓ Present & Consistent
⚠ Partial or Inconsistent
✗ Missing or Incompatible
— Not Applicable
What you get
- A provider-by-provider current-state inventory across all 41 un-certified providers · the only audit of its kind in the TDDS program
- Platform limitation documentation that prevents spec failures during implementation · no aspirational requirements
- A data quality gap map showing where inconsistencies originate · provider-wide vs. dealer-cohort-specific
- Prioritized remediation targets: highest-volume, highest-impact gaps addressed first
TMNA confirmed: Inconsistency in tracking tools exists due to differences in tool platforms across the 41 certified providers. The audit creates the factual baseline that makes the spec achievable rather than aspirational.
Phase 1 · Foundation
Solution Design
One TMNA Global XDM schema, implemented via Adobe Client Data Layer. All 41 certified providers implement it the same way. TMNA owns it outright on delivery · no vendor licensing, no proprietary dependencies, independently operable post-engagement, and ready for Web SDK and CJA the day TMNA is.
TMNA TDDS Collection Architecture · Source → Collection → Destination
Sources
Dealer Sites (1,220)ACDL.push() · XDM events
Chat Tools (8)postMessage bridge
Digital Retail (10)iframe passthrough
Trade-In (7)Widget events
Service Sched. (9)Widget events
→
Collection
Ensighten TMSReads TMNA Global XDM schema via ACDL
Today: Adobe AnalyticsAppMeasurement · eVars + props + events per TMNA schema
Tomorrow: Web SDK / CJAdata.__adobe.analytics · zero re-tagging
→
Destination
TMNA Global Report SuiteVirtual suites isolate Tier 3
TBDP Data Lake (AWS)AA data feeds · TMNA schema
Tier 3 KPI DashboardTMNA-built & maintained
OEM CDP (Future)Identity-ready · No vendor graph
✓ TMNA owns all data structures
✓ No proprietary dependencies
✓ Independently operable post-engagement
TMNA Global XDM Schema · Attribute Groups (ACDL)
Page
page_typeREQUIRED
enum: home | SRP | VDP | service | contact | DR · fires on every pageview, drives segmentation
page_name
Descriptive title combining model and dealer · human-readable AA dimension
site_section
Top-level content category: inventory | service | about | specials
Dealer
dealer_codeREQUIRED
TMNA 5-digit code, required on all hits · enables network rollup and DQI attribution
region
TMNA regional designation · supports regional benchmarking in AA workspace
size_cohortREQUIRED
A–E stratification · drives DQI benchmarking and QA prioritization logic
Vehicle
vinREQUIRED
17-character VIN on VDP and DR tool events · core vehicle identity attribute
model / model_year
Toyota model name and year · powers model-level performance reporting
condition
enum: new | cpo | used · required for accurate inventory funnel segmentation
Provider / User
provider_idREQUIRED
TDDS-assigned slug · required on all hits from certified tool providers
provider_categoryREQUIRED
enum: website | dr | chat | tradein | scheduler · maps events to provider category
session_id / traffic_source
Anonymous session token + referring domain · no PII. Enables Tier 1→3 journey attribution
What you get
- A TMNA Global XDM schema via Adobe Client Data Layer (ACDL) · one spec, 41 certified implementations, full TMNA ownership on delivery. Web SDK-ready from day one.
- Ensighten-native mapping: existing tag management infrastructure reads the ACDL XDM payload · no new tooling required, seamless migration path to Web SDK when TMNA is ready
- iFrame passthrough architecture documented per tool category · providers know exactly how to push XDM-structured events back to the parent ACDL
Phase 1 · Foundation
Implementation Recommendations
Provider-specific guidance derived from the TMNA-approved spec · clear enough that any certified provider can implement consistently without bespoke Merkle involvement for every site. Merkle consults and validates. Providers implement. Merkle and TMNA certify.
What the recommendations include
- Five category-specific implementation guides covering all 41 providers · separate guidance for website providers, chat tools, digital retail tools, trade-in tools, and service schedulers.
- Explicit acceptance criteria for every required event · pass/fail is never ambiguous at QA time.
- Platform-specific notes: where a provider's architecture creates a constraint, the guide documents the approved workaround.
- TMNA approval gates: no provider receives implementation guidance until the underlying spec has TMNA sign-off.
Spec Publishing
Formal publication to all 41 providers as a single coordinated release · every provider starts from the same TMNA-approved document.
TMNA-Owned IP
All deliverables are TMNA-owned upon delivery. No ongoing Merkle access or license required to operate or extend them.
What you get
- Five category guides covering all 41 certified providers · no ambiguity at QA time
- A TMNA-approved spec serving as the permanent certification compliance standard going forward
- Documentation structured for certification update · TDDS embeds requirements into provider governance materials permanently
Phase 2 · Provider Enablement
Provider Enablement & Training
From spec alignment to confident implementation · 41 certified providers briefed, trained, and equipped with category-specific playbooks before a single line of implementation code is written.
41
Providers Briefed & Trained Before Implementation
5
Category-Specific Playbooks Delivered
0
Ambiguity at QA Time · Pass/Fail Is Never In Question
Two-Track Enablement Model
Track 1
Data Literacy & Consulting
Alignment before implementation begins
1
Provider-Specific Spec Reviews
Each certified provider receives a dedicated session · not a generic group call. CMS, TMS, and iFrame architecture confirmed per environment.
2
Acceptance Criteria Walkthrough
Providers understand exactly what QA will test before writing code · eliminating the ambiguity that produces re-work and delays.
3
TDDS Forum Integration
Merkle works within existing TDDS provider meeting structures · not around them · to minimize disruption to the program.
Track 2
Provider Training & Playbooks
Capability transfer for implementation & beyond
A
Role-Specific Technical Training
Training built for technical implementers at each provider · using actual TMNA examples, not sample data, so teams understand the business context.
B
Category Cohort Sessions
Providers grouped by category · shared constraints, shared guidance, efficient use of time. Office-hour support available during implementation windows.
C
TMNA Internal Capability Track
Parallel training for TMNA TDDS, Analytics, and IT teams · so your team owns QA monitoring independently from day one post-handoff.
What TMNA gets
- 41 providers briefed and aligned on the TMNA-approved spec before implementation begins · no guesswork, no re-work
- Written playbooks for all 5 categories that outlast the engagement and support future certification renewal cycles
- TMNA internal capability built in parallel · your team owns QA monitoring on day one post-handoff
- A single TMNA escalation path when provider issues require contractual intervention · Merkle coordinates, TMNA enforces
Phase 2 · Provider Enablement
Provider Training
This content is now combined with Data Literacy & Consulting for a unified view of the provider enablement approach.
Phase 2 · Provider Enablement
Implementation Guidance
Active technical support across all five provider categories simultaneously · resolving blockers, enforcing spec consistency, and tracking 41 providers through a sequenced rollout that protects the most critical data first.
7
Website Providers · First to Implement
10
Digital Retail Providers · High Value
24
Chat + Trade-In + Scheduler Providers
Provider Rollout Strategy · Sequenced by Impact
What TMNA gets
- Active implementation tracking across all 41 providers with gap identification and escalation at every stage
- Sequenced rollout by impact · highest-volume, highest-value providers onboard first, protecting critical data from day one
- Consistent spec adherence · no provider-specific variations that compromise network-level standardization
- Progress visibility for TMNA at every stage · not a black box between spec delivery and QA go-live
Phase 2 · Provider Enablement
QA & Certification Readiness
A four-stage QA process ensuring every provider implementation is accurate, complete, and TMNA-spec-compliant before the framework goes live. Zero tolerance for drift.
4
QA Stages Before Certification
41
Providers Validated Through the Process
DT
DataTrue · TMNA's Existing QA Platform
Enforcement Principle: TMNA holds contractual authority over all 41 certified providers. Merkle defines the escalation process. Missed requirements trigger a formal cure period. Unresolved gaps escalate to TDDS program management for certification review.
What TMNA gets
- A four-stage QA framework that catches implementation gaps before they reach production data
- DataTrue-integrated monitoring configured in TMNA's existing platform · not a new tool
- Formal acceptance criteria per provider category · pass/fail is never ambiguous
- TMNA owns QA monitoring independently from day one of post-engagement operations
Phase 3 · Governance & Handoff
Data Quality Index
A size-stratified scoring framework giving TMNA comparable, defensible data quality benchmarks across all 41 certified providers · and a factual basis for holding each one accountable at certification renewal.
5
Dealer Size Cohorts · A through E
80
Minimum DQI Score for Certification
TMNA
Owns Scoring Logic · Runs in DataTrue
Why Size Stratification Changes Everything
| Size Cohort | Monthly Sessions (Est.) | Approx. Dealer Count | QA Priority | Relative Volume |
|---|---|---|---|---|
| Size A · Enterprise | 50,000+ | ~80 | First | |
| Size B · Large | 20,000–50,000 | ~190 | First | |
| Size C · Mid-Large | 8,000–20,000 | ~280 | Second | |
| Size D · Mid-Small | 3,000–8,000 | ~420 | Third | |
| Size E · Small | <3,000 | ~250 | Third |
Session volumes are illustrative. Actual cohort thresholds defined with TMNA during Phase 1 based on TDDS program data.
DQI Scorecard · Illustrative Provider View
| Provider | Size A | Size B | Size C | Size D | Size E |
|---|---|---|---|---|---|
| Provider 1 | 92 | 88 | 75 | 65 | 50 |
| Provider 2 | 80 | 85 | 82 | 78 | 70 |
| Provider 3 | 88 | 78 | 65 | 55 | 40 |
| Provider 4 | 72 | 80 | 83 | 81 | 74 |
| Provider 5 | 85 | 82 | 77 | 68 | 58 |
| Provider 6 | 60 | 72 | 78 | 80 | 76 |
| Provider 7 | 78 | 74 | 70 | 62 | 48 |
≥ 80 Certified
65–79 Watch List
<65 Remediation Required
Scores illustrative. Actual values generated from Ensighten/Adobe Analytics QA audits post-implementation.
The Three Principles Behind Size-Stratified Scoring
Eliminates Composition Bias
A provider serving Size A dealers will look stronger on raw KPIs than one serving Size E dealers · even if execution quality is equal. Raw scores reward portfolio composition, not performance. Size stratification fixes that.
Exposes Implementation Gaps
Size-stratified views reveal whether data quality issues are provider-wide or concentrated in specific dealer cohorts · giving TMNA a precise remediation target instead of a network average.
Sets Fair Benchmarks
TMNA holds each provider accountable to the norms of the segment they serve · not a network-wide average that disadvantages smaller-dealer-focused providers.
TMNA-Owned Scoring Logic
Configured in DataTrue for ongoing independent monitoring. TMNA runs DQI scoring without Merkle involvement after handoff. No licensing. No ongoing access agreement required.
Why this is the right approach
- Comparable data for the first time: DQI scores let TMNA rank provider performance on an equal footing across the entire TDDS network
- Defensible for enforcement: a score is a fact. Merkle documents. TMNA enforces · with a specific, audited number to support the conversation
- Annual renewal gate: DQI embedded into the certification cycle means data quality is a permanent program condition, not a one-time project
Phase 3 · Governance & Handoff
Remediation SLA's
Formal cure periods with defined resolution deadlines · ensuring every gap identified in QA has an owner, a timeline, and a consequence for non-resolution.
P1
Critical · Data Loss · 48hr Cure
P2
High Impact · Key Events · 5-Day Cure
P3
Standard Gaps · 14-Day Cure Period
The SLA Escalation Process
1
Gap Identified
DQI scoring or four-stage QA surfaces gap · exact event, exact provider, exact failure mode documented.
→
2
SLA Clock Starts
Formal gap statement issued with specific acceptance criteria and priority tier. Timer begins immediately.
→
3
Provider Resolves
Provider implements fix within SLA window. Merkle validates against acceptance criteria before clearing the gap.
→
!
If Unresolved
Escalates to TMNA/TDDS program leadership with Merkle's documented evidence. Certification review triggered.
→
✓
TMNA Enforces
TMNA holds contractual authority. Merkle provides the evidence. TMNA enforces through certification consequence.
SLA Priority Tiers
| Priority | Gap Type | Cure Period | Consequence if Unresolved |
|---|---|---|---|
| P1 Critical | Data loss, corruption, or DQI below 40 | 48 hours | Immediate TMNA leadership escalation |
| P2 High | Key events missing, DQI 40–64 | 5 business days | Formal certification review triggered |
| P3 Standard | Non-critical gaps, DQI 65–79 | 14 calendar days | Watch list status · impacts renewal decision |
What TMNA gets
- SLA-governed cure periods · not informal follow-up emails or ad hoc tracking
- Documented evidence ready for TMNA enforcement conversations with non-compliant providers
- Clear RACI: Merkle documents and escalates. TMNA enforces through certification authority.
- A compliance track record that informs certification renewal decisions for every provider
Phase 3 · Governance & Handoff
Provider Certification Renewal Gates
Compliance with the TMNA-approved tagging specification embedded as a mandatory condition of TDDS certification · making data quality a permanent, self-enforcing program requirement.
The Certification Lifecycle
What TMNA gets
- A permanently embedded compliance standard · not a project that expires in November 2026
- Annual renewal QA gates that sustain data quality without ongoing Merkle involvement
- New provider onboarding criteria that extend the framework to future TDDS additions automatically
- Decertification backstop · the ultimate enforcement lever, configured and ready for TMNA to use
Phase 3 · Governance & Handoff
Structured Handoff to TMNA Ops
A planned, documented transition that leaves TMNA's internal team fully capable of operating, monitoring, and evolving the analytics framework independently · no ongoing Merkle dependency.
Full Documentation Suite
Tagging specs, data layer definitions, KPI framework, QA procedures, and acceptance criteria · all in GVM-aligned format for independent internal use.
TMNA Team Training
Hands-on capability transfer for TMNA TDDS, Analytics, and IT · covering QA monitoring in DataTrue, spec evolution, and provider onboarding procedures.
DataTrue Configuration
TMNA's existing QA platform configured with alert framework for event volume drop-off and monthly DQI review automation · monitoring runs independently from day one.
TMNA-Owned Codebase
All specifications, schemas, taxonomies, acceptance criteria, and guides are TMNA-owned upon delivery · no vendor licensing, no access agreements required.
By November 30, 2026: All 41 certified providers have passed acceptance criteria. Validated data flows into Adobe Analytics and TMNA's visualization platform. QA monitoring is active and producing clean baseline reporting. All documentation has been delivered. The framework runs without Merkle.
Continuous · All Phases
Ongoing Governance & Enhancements
A persistent governance layer running beneath all three phases · and continuing post-handoff · that keeps the measurement framework accurate, current, and aligned with TMNA's evolving program needs.
Bi-Wk
QA Review Cadence · All Provider Categories
DQI
Scoring Framework · TMNA-Owned · DataTrue
Nov 30
Full Independence Date · No Merkle Required
What Ongoing Governance Covers
Bi-Weekly QA Cadence
Regular DQI scoring reviews across all certified provider categories · a continuous quality signal, not a single end-of-project audit. TMNA team runs this independently post-handoff.
Alert Framework
Event volume drop-off monitoring configured in DataTrue. When a provider's tag implementation degrades, TMNA sees it in real time · no lag between failure and detection.
Enhancements Roadmap
Structured process for incorporating new TDDS-certified providers, spec evolution, and KPI additions. The framework grows with the program, not against it.
Certification Renewal Integration
Annual provider certification cycle includes QA gate review · governance embedded into TDDS's existing operating rhythm. No new process overhead required.
After November 30, 2026
TMNA's internal team operates all governance independently. The DQI scoring runs in DataTrue with the alert framework Merkle configured. Annual renewal gates enforce compliance through TDDS's own certification cycle. Merkle's involvement ends · TMNA's data quality program continues indefinitely.
Delivery Plan
Roadmap
Transition team onboarding kicks off June 28. Discovery, KPI design, audit, and spec work run concurrently through August. Provider categories onboard as their specs are ready. QA runs from first go-live, not end of project. Program complete November 30, 2026.
TMNA TDDS Analytics: Implementation Plan · Jun 28 - Nov 30, 2026
Jun '26
Kickoff Jun 28
Kickoff Jun 28
Jul '26
Aug '26
Sep '26
Oct '26
Nov '26
Complete Nov 30
Complete Nov 30
Phase 1: Foundation & Framework (Jun–Aug)
Transition Team Onboarding
Kickoff
Stakeholder Interviews & Discovery
Discovery
Data Collection Audit
KPI Framework & Measurement Design
Data Layer Specification
Tagging Strategy (Event Taxonomy)
Solution Design Reference (Adobe)
Phase 2: Provider Enablement & Network Expansion (Sep–Oct)
Provider Spec Publishing
Website Providers (7): Implementation
Spec + Train + Impl
Digital Retail Tools (10): Implementation
Chat Tools (8): Implementation
Trade-In Tools (7): Implementation
Service Schedulers (9): Implementation
Pre-Implementation QA Review
Implementation QA Validation
DQI Scoring A/B
Ensighten / Adobe Analytics Pipeline
Phase 3: Full Network Coverage & Handoff (Nov)
Size C/D/E Dealer Rollout
Full Coverage
Production Validation: All 41
Remediation SLA
TMNA-Owned Dashboard Live
Dashboard Live
Knowledge Transfer & Documentation
TMNA Team Training & Handoff
Program Complete ◆
Phase 1: Foundation
Phase 2: Enablement
Phase 3: Coverage
QA & Governance
Documentation & Handoff
TMNA Decision Gate
Engagement Model
Adaptive Transformation Structure
Using agile delivery, Merkle draws on a deep bench of experts to meet the program's needs · structured discovery and waterfall planning in Phase 1, shifting to agile sprint delivery for Phases 2 and 3.
Strategic Oversight
Vision Alignment from Day One
Establishes a unified transformation vision aligned with business objectives and secures executive buy-in across all TMNA lines of business.
Right-Sized Resources
Flex Team · Deep Bench
Specialized expertise matched to workstream priorities as phases evolve. No carrying unnecessary overhead. Budget optimized continuously.
Accelerated Value
Agile Model · Sprint Delivery
Rapid response to changing requirements. Discovery and prioritization run concurrently. Team capacity reallocated to active workstreams at each phase gate.
Example Team Structure
Iterative & Value-Driven Approach
~3 Months
Foundation Build
Structured discovery and waterfall planning. Stakeholder alignment, spec development, and provider audit. Blueprint approved before Phase 2 begins.
Strategy · Discovery · Analysis
~2 Months
Incremental Delivery
Agile sprint model. Provider categories onboarding on rolling basis. Design + Build + QA cycles repeat per provider cohort. DQI scoring begins.
Design + Build + QA
Repeat per cohort
Ongoing
Expansion & Handoff
Full network coverage. TMNA team trained. Knowledge transfer complete. Governance model transferred. Framework runs independently.
Cycle back when needed →
The value of this model
- Strategic oversight from day one · unified vision aligned with business objectives and executive buy-in across all lines of business
- Right-sized resource flexibility · specialized expertise matched to workstream priorities without carrying unnecessary overhead
- Transparent governance · bi-weekly reviews and a single escalation path, no administrative burden on TMNA teams
- Adoption built with your teams · role-specific playbooks, real TMNA use cases, and a Center of Excellence that owns ongoing success
Our People
Meet the Team
An integrated team of analytics architects, delivery leaders, and automotive specialists · certified in Adobe Analytics and CJA, with direct experience managing multi-tier dealer ecosystems at scale.
Team credentials at a glance
- 1,300+ Adobe credentials and certifications · 2,700+ Adobe-trained staff globally, Global Platinum Adobe Partner
- Direct automotive experience: Volkswagen, Ford, Hyundai, Bridgestone, Subaru, Nissan, Infiniti, Cox Automotive
- One of two GenStudio Innovation Award winners worldwide · specializations in AA, CJA, Real-Time CDP, Target, AEM, Commerce
Leadership Team
MW
Mike Watts
Head of Analytics & Testing (Certified Expert in Adobe Analytics, CJA)
As the Team Lead for Merkle's Digital Experience Analytics group, he sets the vision and direction for data-driven decision-making, ensuring brands implement solutions that enhance personalized customer experiences and maximize business impact. Mike empowers his team by establishing clear standards, fostering innovation, and driving operational excellence in analytics strategy and execution. He champions a culture of curiosity and continuous improvement, equipping analysts with the tools, methodologies, and industry best practices to push the boundaries of digital measurement.
SB
Scott Burnam
Director Client Services
Scott brings 8+ years of digital analytics experience and a client-services-led approach built on partnership, accountability, and calibrated delivery. At Merkle, he serves as a senior point of ownership for complex engagements, coordinating across analytics, engineering, privacy, and procurement teams while guiding clients toward greater analytics maturity. He has led multi-year programs for clients, including Cox Automotive, Verizon, the US GSA, and Broadcom, engagements that require executive alignment, regulatory awareness, and steady leadership through complexity.
GD
Gabriel Davis
Analytics Director (Certified Expert in Adobe Analytics, CJA)
Gabe enjoys providing impactful recommendations that solve client problems, grounded in site data and backed by data. He believes good data visualization and data storytelling are critical to client success. His clients have included Microsoft, Costco, Samsung, L'Oréal, Verizon, Subaru, Intel, and Shiseido. Gabe's recent focus and deep expertise are in Adobe Analytics and Adobe Customer Journey Analytics, where he enjoys building client-friendly yet detailed dashboards that help answer critical business questions. He also regularly leads client training sessions for these tools upon request.
SY
Shennie Yang
Senior Project Manager
Shennie is a seasoned project manager with 8+ years of experience leading digital analytics initiatives for enterprise clients. She has worked across a range of industries, managing projects of varying complexity and scale. Shennie is known for her structured and strategic approach to managing programs with multiple workstreams and stakeholders. She consistently applies best practices while delivering against project KPIs, timelines, and budgets. Passionate about her work, Shennie is committed to supporting her teams, building strong client partnerships, and delivering results that create meaningful, lasting impact.
Analytics Team
NV
Nicholas von Hahn
Director Analysis & Insights (Certified Master in Adobe Analytics)
Nicholas is a seasoned digital analytics leader with a proven track record of delivering complex, enterprise-scale analytics programs. He brings deep expertise in web measurement, data strategy, and reporting, supported by certifications as an Adobe Analytics Architect, Master, and Expert Business Practitioner. Nicholas has developed specialized expertise in the automotive sector, leading analytics engagements for global OEMs to modernize measurement frameworks, benchmark performance, improve data quality, and deliver personalized, scalable digital experiences.
HQ
Hiba Qamar
Analytics Manager (PM Certified)
Hiba joined Merkle Analytics in 2021 and brings strong analytics expertise supporting Automotive and Retail clients. With a background in data analytics, CRM, and consulting and an MBA in Marketing and Information Systems Management, Hiba applies a data-driven approach to complex business challenges. Currently, Hiba leads project management for the Analytics team on the Enterprise Mobility account and serves as Lead for the Data Science Center of Excellence, driving analytics best practices and identifying new opportunities.
AP
Akshit Panda
Analytics Senior Manager (Certified Master in Adobe Analytics, Expert CJA)
Akshit is a Digital Analytics specialist with extensive experience designing and implementing enterprise-scale measurement solutions across web and mobile platforms. With deep expertise in Adobe Analytics, Adobe Experience Platform, Customer Journey Analytics, Web SDK, and tag management frameworks, he specializes in translating complex business requirements into scalable, privacy-compliant analytics architectures.
OK
Oshu Kapil
Analytics Manager (Certified Expert in Adobe Analytics, CJA)
Oshu is an experienced data enthusiast and problem solver with a strong technical fluency in a wide range of web analytics implementation and reporting tools. With expertise in Adobe Launch, Adobe Experience Platform (AEP), Adobe Analytics, Customer Journey Analytics (CJA), Google Tag Manager (GTM), Google Analytics 4 (GA4), and Data Validation, Oshu excels at transforming complex data into actionable insights.
QA & Analytics
MN
Mykim Nguyen
Lead QA Analyst (QA Certified)
Mykim has been in the QA industry for over eight years. First starting off with front-end testing in sports and then in the entertainment movie channel industry, working for Starz. After Starz, she worked for a start-up company that built mobile apps for businesses. From there, she found an Adobe Analytics QA role for ecommerce with Vail Resorts. At Vail Resorts, she built their first analytics testing framework and was part of the new A/B team. After five years at Vail Resorts, she moved on to Charter Communications, where she was a QA Tester and Application Release Specialist.
NP
Naveen Puppala
Senior Analyst (Certified Expert in Adobe Analytics)
Naveen is a digital analytics and optimization professional with over six years of experience driving data-led decision-making and measurable business impact. He specializes in marketing analytics, measurement strategy, customer journey analysis, and experience optimization, with a strong ability to translate complex behavioral data into actionable insights. He brings expertise in KPI optimization, UTM governance, and channel attribution frameworks to improve the accuracy of performance measurement and reporting. Through data-led experimentation, funnel analysis, and behavioral insights, Naveen supports optimization strategies that enhance customer journeys, improve conversion performance, and drive overall business growth.
Proof of Capability
We've done this before.
Five engagements that are not adjacent to TDDS · they are TDDS. Multi-site dealer networks, fragmented multi-vendor ecosystems, un-trusted data that became the official source of truth. These are the results.
Global Automobile Retailer · Tiers 1, 2 & 3
Governing Analytics Across 2,400 Dealer Sites and Seven Providers
$2M+
Incremental revenue from CTA A/B tests in year one
25%
Increase in lead conversion rate
18%
Reduction in data quality bugs
The Challenge
Client transitioned from Autometrix to Adobe Analytics across Tiers 1, 2, and 2,400 Tier 3 dealer sites · needing unified best practices, cross-tier governance, and seven certified development providers brought to a single standard.
Results
- Clean CTA data unlocked A/B testing · over $2M incremental revenue in a single year
- JIRA data quality bugs reduced by 18% · analytics capabilities expanded across the network
- 25% increase in lead conversion rate · dealer reporting and advanced analyses previously unavailable
Why this matters for TDDS
2,400 dealer sites, 7 certified providers, one standard. This is the closest direct analog to TDDS in existence. Merkle built this model. We are applying it here at greater scale.
World's Largest Global Mobility Company · 3 Brands
Adobe Analytics & Target Total Solution Management
$150M
Incremental revenue annually from Adobe Target program
18
FTE specialist team across all three brands
The Challenge
Three distinct brands, billions of customer journeys annually. Years of accumulated technical debt across Adobe Launch and AEP produced data quality issues, inaccurate attribution, and conflicting data no stakeholder trusted for business-critical decisions.
Results
- Analytics harmonized across three brands into a trusted Adobe ecosystem · Finance adopted it as the official source of truth for media attribution chargebacks
- Enhanced personalization through clean, reliable customer data · over $150M per year in incremental revenue
- Established scalable processes for ongoing maintenance and continuous improvement
Why this matters for TDDS
Multi-brand governance with conflicting data · exactly the multi-vendor fragmentation problem TMNA faces across 41 un-certified providers. Clean data unlocked $150M. TDDS has the same upside.
Global Mobility Company
Advancing Analytics Through a Modern, Scalable Implementation
93%
Reduction in analytics technical debt
100%
Analytics & CDP powered by unified event-driven data layer
The Challenge
Address growing technical debt, establish consistent and reliable data across platforms, and strengthen the ability to deliver personalized, data-driven experiences at scale.
Merkle Solution & Results
- Implemented Adobe Web SDK and established a centralized, event-driven data layer · analytics tags, marketing pixels, and real-time CDP all consuming from one unified source
- 93% reduction in analytics technical debt through a modern, event-driven implementation
- 100% of analytics, marketing tags, and the real-time CDP powered by the event-driven data layer
Why this matters for TDDS
This is the Web SDK migration path TMNA is building toward. Same architecture. Proven. No re-tagging required when TMNA is ready to activate its CDP.
National B2B Telecommunications
Adobe Analytics Data Quality & Insights at Scale
$4M
Media efficiency opportunities uncovered by quality traffic score
$15M
Additional annual subscription revenue from homepage A/B/n test
The Challenge
Previous tagging efforts were inadequate · current measures could only identify non-bounced site visits as quality traffic. Without visibility into subsequent actions, it was difficult to optimize media spend or on-site demand generation.
Results
- New 'quality traffic score' filtering customer IDs by purchase likelihood · uncovered $4M in media efficiency
- A/B/n testing on homepage generated $15M in additional annual subscription revenue
- Enhanced customer journey reporting and improved insight capture across all demand generation channels
Why this matters for TDDS
Bad tagging costs money. Fixing signal quality reveals opportunities that were always there. TDDS has 1,220 sites with fragmented data · the upside is significant.
Multi-Business Online Service Platforms
Unified Reporting for Complex Digital Ecosystems
Unified
Automated reporting across dozens of brands and domains
Real-Time
Data ingestion with minimal maintenance overhead
The Challenge
Fragmented online analytics across multiple domains, subdomains, and brand portfolios · no meaningful cross-brand comparisons, no unified view of performance for any stakeholder tier.
Merkle Solution & Results
- Consolidated data from dozens of websites into a single centralized dataset with standardized metrics
- Scalable data pipeline automating ingestion, transformation, and consolidation · real-time updates, minimal maintenance
- Dynamic, audience-centric dashboard · executives access summaries while analytics teams drill into specific brands, channels, and sections
Why this matters for TDDS
This is the TMNA-owned Tier 3 KPI dashboard TDDS needs · one view of 1,220 sites, 41 certified providers, filterable by dealer size, region, and provider category.
Client References
References
Two client contacts available for TMNA to speak with directly, both from engagements involving multi-site analytics ecosystems, standardized tagging architectures, and complex vendor governance models.
Enterprise Mobility
Contact
Christiaan Breur
Title
Lead Digital Architect
Email
christiaan.breur1@em.com
Phone
(765) 413-8554
Engagement scope: Adobe Analytics implementation across Enterprise Mobility's multi-brand digital ecosystem, including analytics standardization and tag governance across a complex platform environment.
CDW
Contact
Tatyana Zachary
Title
Director, Data Analytics
Email
tatyana.zachary@cdw.com
Phone
(617) 304-1661
Engagement scope: Enterprise-scale digital analytics implementation and measurement strategy, including Adobe Analytics architecture and data quality programs directly relevant to the TDDS scope.
Additional references available: Merkle can provide additional client references upon request, including from automotive, healthcare, financial services, telecommunications, and retail engagements involving large-scale analytics standardization and vendor governance programs.
Why Choose Merkle
Why Merkle Wins
Not every analytics firm can run this program. The TDDS scope requires automotive OEM experience, Adobe at enterprise scale, enforcement-first governance, and a commitment to building for TMNA ownership · not Merkle dependency.
The Merkle Difference
We've done this at 2,400 dealer sites.
This is not a first attempt.
This is not a first attempt.
In a comparable multi-provider automotive analytics engagement, Merkle delivered clean data that produced $2M in incremental revenue from A/B testing within one year · directly analogous to the TDDS opportunity.
Proof Points That Matter for TDDS
$2M+
Incremental Revenue · Year One
Clean CTA data across 2,400 dealer sites with 7 providers enabled A/B testing that previously wasn't possible. Same architecture, applied at TDDS scale.
25%
Increase in Lead Conversion Rate
Standardized measurement across multi-tier dealer network produced lead data comparable at the network level for the first time · enabling optimization TMNA cannot do today.
18%
Reduction in Data Quality Bugs
Four-stage QA process and dedicated data integrity team reduced JIRA defects by 18% · directly analogous to the DQI framework Merkle will deploy across TDDS.
$4M
Media Efficiency Uncovered
Improving signal quality in a B2B telecom engagement revealed $4M in media efficiency through a quality traffic score. TMNA's dealer media spend has the same upside.
How Merkle Compares
| Capability | Merkle | Typical SI | Adobe PS |
|---|---|---|---|
| Multi-tier automotive dealer ecosystem experience | ✓ | Limited | ✗ |
| 41-provider governance enforcement model | ✓ | ✗ | ✗ |
| Size-stratified DQI scoring framework | ✓ | ✗ | ✗ |
| TMNA-owned IP on delivery (no licensing) | ✓ | Sometimes | ✗ |
| Adobe Global Platinum Partner | ✓ | Varies | ✓ |
| CDP-ready Web SDK architecture built in | ✓ | Add-on | Billable |
| Full knowledge transfer for TMNA independence | ✓ | Partial | ✗ |
| Formal remediation SLA's with certification consequences | ✓ | ✗ | ✗ |
Automotive Industry Partners Served
Volkswagen
Ford
Hyundai
Bridgestone
Subaru
Nissan USA
Infiniti USA
Cox Automotive
The bottom line
- No perpetual Merkle dependency. Every spec, schema, playbook, and DataTrue configuration is TMNA-owned on delivery. Your team runs it independently after November 2026.
- Enforcement is built in, not bolted on. Four-stage QA, DQI scoring, remediation SLA's, and certification renewal gates are designed so TMNA's contractual authority becomes operational reality.
- The analog exists. 2,400 dealer sites, 7 providers, one standard · Merkle built this model. TDDS is the same engagement at greater scale.
Investment
Investment & Pricing
A single fixed-scope engagement covering all three phases · discovery through full network certification · with transparent scope, defined deliverables, and TMNA-owned outcomes on November 30, 2026.
One Engagement. Fixed Scope. Defined Outcomes.
Merkle prices this as a complete program · not time-and-materials with unlimited scope creep. TMNA knows what it gets, what it costs, and exactly when the program ends.
Foundation Only
Phase 1 Standalone
Contact
For scoping · Jun - Aug 2026
Includes
- Transition team onboarding
- Stakeholder discovery & interviews
- 41-provider data collection audit
- KPI framework & measurement design
- Data layer specification
- Adobe solution design reference
- TMNA Decision Gate deliverable
Recommended
Full Program
Contact
Complete scope · Jun 28 - Nov 30, 2026
Everything in Phase 1, plus
- Provider spec publishing to all 41
- Per-category implementation guidance
- Data literacy working sessions
- Provider training & playbooks
- Four-stage QA framework
- DQI scoring across all size cohorts
- Remediation SLA's & cert renewal gates
- TMNA-owned dashboard live
- Full knowledge transfer & handoff
Post-Engagement
Managed Support
Contact
Optional · Post Nov 30, 2026
Optional ongoing services
- Annual DQI review cadence
- New provider certification support
- Spec evolution & KPI additions
- Adobe Web SDK migration support
- CDP activation readiness
- Advanced analytics & insights
Pricing is available upon request. The full program scope, resource model, and detailed SOW are available for TMNA procurement review. Contact Julian Lambert to initiate a formal proposal and pricing discussion tailored to TMNA's engagement requirements.
Request Detailed Pricing
Get a formal SOW with complete scope, deliverables, resource model, and investment breakdown for TMNA procurement review.
Email Julian Lambert →
Schedule a Scope Discussion
Discuss scope phasing, resource allocation, or any questions about the program before formal submission.
Schedule a Call →
Primary Contact
Julian Lambert
Enterprise Growth Leader · Merkle
Merkle Resources
Analytics thinking.
Automotive experience.
Automotive experience.
What Happens Next
01
Proposal Review
TMNA procurement reviews this proposal. Merkle provides pricing within 5 business days of request.
02
Scoping Call
30 minutes with Julian Lambert. Scope, phasing, team structure, and any TDDS requirements confirmed.
03
SOW Execution
Final SOW executed with TMNA procurement. Onboarding calendar confirmed. Program starts June 1, 2026.
04
Kickoff · June 1
Merkle team onboards with TMNA TDDS. Discovery begins. Foundation phase underway.
Start the Conversation
→
Julian.Lambert@merkle.com · merkle.com