Segmentation - Merkle

Challenges with Original Targeting StrategyThe Middle Market consisted of individuals 25 -45 years old with a household incomeunder $100k, but MetLife needed more insights than what was available at launch.Go-to-Market SegmentsChallenges• Not rich enough to inform customer engagement• Not actionable enough to drive execution – e.g., notdemographically distinct• Too many segments to actively manage• Individuals outside of the “Middle Market” werebecoming customers, but weren’t assigned a segment5