Key to Success:
- Developing, implementing, and activate a 90-day, quick-win plan
- Using first-party site data for retargeting, exclusion, and segmentation
- Unifying online data with rich CRM data to drive personalization
This global insurance company was searching for an innovative approach to improve its marketing investments, while focusing on the following outcomes:
- Improve effectiveness in media investment for acquisition purposes
- Increase the number of multi-product holders by expanding customer identiﬁcation and cross-sell opportunities
- Improve customer experience by pushing more relevant messaging, across various channels
Merkle developed, implemented, and activated a 90-day quick win plan leveraging Adobe Marketing Cloud’s set of solutions – Adobe Audience Manager, Adobe Campaign, Adobe Analytics, and Adobe Target.
Integration efforts included the use of ﬁrst-party site data for retargeting, exclusion, and segmentation. In addition, Merkle’s team of specialists efﬁciently led the discovery and creation of traits and segments based on requirements to unify online data with rich CRM data to drive personalization.