Amir WeissMetlife VP, Digital
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Keynote Case Study: From Segmentation to Attribution: MetLife Builds Next-Gen Display Machine
Date/Time: October 01, 11:30 AM MetLife set out in 2010 to revolutionize the consumer life insurance experience by creating an easy, intuitive experience that allows for shopping, applying, and buying policies online. As part of this ambitious endeavor, MetLife recognized the need to create a powerful consumer analytics and marketing engine that would enable targeting of distinct segments across media and precise measurement of which strategies and tactics were driving performance. In partnership with Merkle, MetLife has developed a testing and measurement methodology that is driving increased performance in its digital and offline channels. These advanced segmentation, attribution, and media mix optimization techniques will be discussed in the context of MetLife's overall go-to-market strategy.