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Shiv Gupta

Vice President, Insurance & Wealth Management, Analytics Lead
Shiv Gupta

Shiv leads analytics for Merkle's Health and Wealth practice where he develops Merkle’s data-driven strategy proposition for the rapidly evolving health insurance and wealth management markets and positions its analytics practice as a key thought leader for achieving data- and research-driven growth and optimization. Prior to joining Merkle, Shiv was co-founder of IronPoint Insurance, a ground level startup focused on the preferred insurance market.

Prior to starting IronPoint Insurance, Shiv led Marketing Analytics at Farmers Insurance and was recognized as a Frost & Sullivan “Growth Best Practices” business leader for 2009.

Shiv has more than 14 years of experience developing and executing analytics driven strategies within Fortune 500 companies. He is an expert on the concepts of customer equity, Customer Lifetime Value (CLV) Strategy and the use of predictive modeling in marketing and has been broadly recognized for its innovative approach towards retention and profitable loyalty. His work has also been highlighted in trade and professional magazines.

Shiv has experience in the Insurance, Energy, Retail and CPG Industries and is an MBA graduate of the University of Chicago Booth School of Business.

Shiv's Articles, Blog Posts, Webinars and More

Health Plan Marketers Have a Huge Opportunity

The first healthcare exchange open enrollment plan (OEP) has come to an end. It’s time for savvy health plan marketers to look at the OEP sales data, discover opportunities, and create data-driven strategies to build exchange-based member growth during the next OEP.