Merkle's John Lee, EVP, Vertical Markets and MetLife's Melissa Grady, VP of eBusiness are proud to be speaking at AdExchanger's 2015 Industry Preview, taking place January 21 - 22 in New York City. Their session, Addressabilty Rules: Why Facebook likes MetLife will take place on Wednesday, January 21 at 2:30pm.
MetLife recently executed a campaign to find new customers for life insurance policies. They wanted to find more people like their best, high responding customers and did so by tapping into Facebook’s people-based platform and developing relevant ads. The campaign was so successful that Facebook’s Sheryl Sandberg used it as an example of the tremendous opportunities available to marketers on Facebook’s most recent earnings call.
In this session, John and Melissa will discuss the campaign and the importance of addressable advertising being relevant, the CRM skills that must be mastered including managing 1st party customer data, understanding customer segments & motivations, creating messages and experiences that resonate – all while innovating on a new platform.
Don't miss this session, where John and Melissa will discuss how they applied these skills to a scaled addressable platform and the lessons learned throughout the process.