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Connected CRM: The Digital Marketing Value Chain

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.