Segmentation - Merkle

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Young Achievers Strategy and JourneySegment StrategyObjective: Fill the funnelPositioning: Like your parents before youPrograms: Heavy digital focusSegment Specific ExperienceBetterFasterCheaper10
Implementing Segment Strategy2013 RoadmapSegment Q1 Q2 Q3 Q4 2014General • Workshop • LTV update• Case mgmtexperience• Quote toolenhancements• Seg Website• MMO by segment• Non Buyerprogram• Segmentperformanceevaluation• Processimprovement• eDeliveryYoungAchiever• Call Cnt Trng• DRTV spot• Ratings andReviews• Display• Landing page• Prod Roadmap• Online AppRedesignConcerned Mom• Call Cnt Trng• DRTV spot• Display• Landing page• Prod Roadmap• Onboarding• Call routing test• Online AppRedesign11
Page 1 and 2: SegmentationCustomer Strategy DoneR
Page 3 and 4: Objective• Demonstrate elements o
Page 5 and 6: Challenges with Original Targeting
Page 7 and 8: The SolutionAfter extensive require
Page 12 and 13: Example: Concerned Mom’s landing
Page 14 and 15: Example: CSR TrainingAwareness of s
Page 16 and 17: Example: Media Planning• Integrat
Page 18 and 19: OutcomeStrategic and Tactical Targe
Page 20 and 21: OutcomeMessaging and CreativeStrate
Page 22 and 23: OutcomeOffer StrategyStrategySegmen
Page 24: Thank You!Q & ASanjay Mehra -smehra

Segmentation - Merkle

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