American Automobile Association (AAA) Life is one of the top life insurance providers focused on a national membership organization constituency. It has membership and chapters nationwide however, each state has its own regulations and state-mandated compliance governing life insurance products. In many ways, this dictates the targeting and segmentation that can be applied across insurance products and creates a highly variable, dynamic, and complex marketing environment.
AAA Life partnered with Merkle to re-platform its marketing technology suite to reduce the level of effort (LOE) and increase speed to market, from a campaign build and deployment perspective. Additionally, there were time constraints. AAAL needed to be up and running on a new platform before the end of a fiscal year to meet its marketing and internal directive needs.