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Large National Life Insurance Company’s New Marketing Data Platform

Challenge

A US-based life insurance company was looking to develop an integrated, closed-loop, cross-channel marketing platform to scale up its prospect acquisition, cross-sell, and customer journey programs.  Campaigns were taking longer and it required a lot of effort to segment and target customers. The insurer’s ability to measure and report on campaign performance was also limited by a lack of Salesforce SMEs and lacked consistent insights to improve performance, thus resulting in a delay to bring campaigns to market (usually 30+ days).

Approach

Merkle developed an integrated customer/prospect database in AWS using Redshift. In this case, we built summaries for club membership, product ownership, product eligibility, declinations, promotions, and customers (owned and insured). The team also rebuilt seven-eight integrated models/segments for targeting to run on the new data platform which resulted in the continuation of all the client’s acquisition campaigns. The customer data integration enabled by Merkle hosted connected recognition solution.

A new reporting solution was developed using Tableau on Amazon Web Services (AWS) to drive attribution, reports, and insights for performance measurement. We worked with the insurance company to understand the clients’ needs and design a custom solution which included crafting a solution that has “dynamic engine” or “campaign execution process” (or set of processes) that utilizes meta data to execute complex DM campaigns with dynamic SQL. 

The implementation of AWS hosted solution using Lambda reusable created micro-services: Interaction, real time cR-KB, real time Adobe MC, Dynamo DB logging and Redshift loader (using Kinesis for performance).

Results

13 million+

customers/members integrated and 146 million prospects/affiliates

2.5 billion

individual model scores across 10 segments in the marketing database.

Keys to success

Approached the challenge from multiple aspects: DM, Analytics, BI, Centrally Maintained Table (CMT), Service Oriented Architecture (SOA), & Detailed Architecture
Integrated customer/prospect marketing database in the AWS Cloud

Discover how we did it. Contact us today.