Segmentation - Merkle

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What <strong>Segmentation</strong> Solution Did MetLife Need?MetLife engaged <strong>Merkle</strong> to develop Enterprise segmentation – it had to be strategicAND tactical in nature.StrategySegment PrioritizationCustomer EngagementValue PropositionMedia Budget AllocationProduct PlanningBrand StrategyCompetitive StrategyTacticsTactical TargetingCustomized TreatmentMessaging & CreativeMedia Offline BuyingOffer PresentationTactical TargetingPositioningSolution• Richness: attitudes,needs, behaviors, brandrelationships, mediausage• Attributable at theindividual level• Universal view ofinsurance market• Monetary view of value6
The SolutionAfter extensive requirements gathering, we used a combination of primary research,advanced analytics, and strategy development to deliver the solution.ApproachValue AnalysisPrimaryResearchClustering &MappingCustomerStrategyBuild valueanalysis based onpolicy revenue,acquisition cost,survival model+Develop predictedvalue model toassign toprospectsDeeplyunderstandattitudes tied tolife insurance+Needs,purchasingbehavior, brandrelationships,brand imagery,psychographicsCluster onmotivations+Link surveyresponse tonational file anddevelop segmentassignment model+Robust profilingOverall portfoliostrategy+Segment specificstrategies7
Page 1 and 2: SegmentationCustomer Strategy DoneR
Page 3 and 4: Objective• Demonstrate elements o
Page 5: Challenges with Original Targeting
Page 10 and 11: Young Achievers Strategy and Journe
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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