The challenge

American Automobile Association (AAA) Life is one of the top life insurance providers focused on a national membership organization constituency. It has membership and chapters nationwide however, each state has its own regulations and state-mandated compliance governing life insurance products. In many ways, this dictates the targeting and segmentation that can be applied across insurance products and creates a highly variable, dynamic, and complex marketing environment.

AAA Life partnered with Merkle to re-platform its marketing technology suite to reduce the level of effort (LOE) and increase speed to market, from a campaign build and deployment perspective. Additionally, there were time constraints. AAAL needed to be up and running on a new platform before the end of a fiscal year to meet its marketing and internal directive needs.


hour reduction per month of campaign build and deployment time


reduction in campaign setup time


effort reduction for campaign metadata setup

The approach

The Merkle team implemented, configured, and customized the Adobe Campaign tool to address the immediate and near-future marketing needs of AAAL. As part of the customization, Merkle designed and developed a process by which AAAL could dynamically pass targeting and segmentation rules to the client’s campaign platform. 

The outcome

The newly configured and customized tools allowed AAAL to increase its speed to market by aggregating targeting and segmentation and lowering the manual effort of targeting configurations within the campaign tool.

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