Relentless competition for consumer attention; uncertain regulatory waters; soft market conditions; a rapidly evolving consumer who is using online and social channels to make decisions ... these and other market forces all add up to an increasingly complex marketplace for insurance and financial services marketers. This paper explores Merkle's industry point of view on how the new digital marketing value chain is taking shape; how it impacts insurance and financial services firms; and how to enable the critical strategic organizational and technological capabilities required to implement connected CRM.
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With increasing privacy regulations, transparency demands and the phase out of the third-party cookie, a media strategy built upon person-level identity is a top priority. And with Google at the center of most brand’s ad tech, it is essential to know how to run an effective person-based media strategy in the Google Marketing Platform.
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