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AAA Life Increases Speed to Market with Customized Adobe Campaign

Challenge

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.

Approach

The Merkle team implemented, configured, and customized the Adobe Campaign tool to address the immediate and near-future marketing needs of AAAL. As part of the customization, Merkle designed and developed a process by which AAAL could dynamically pass targeting and segmentation rules to the client’s campaign platform. The newly configured and customized tools allowed AAAL to increase its speed to market by aggregating targeting and segmentation and lowering the manual effort of targeting configurations within the campaign tool.  

Results

76

hour reduction per month of marketing campaign build and deployment time

  • Increase in campaign accuracy
  • Increased speed to market
  • Enhanced analysis capabilities
75%

reduction in campaign setup time due to improved QA and workflows

60%

effort reduction for campaign meta data setup

Keys to success

Developed a customized solution to address automation and speed to market needs; by designing and building custom meta data tool
Experience with customer data, segmentation, and targeting

Discover how we did it. Contact us today.