Overview
Founded in 1907, Amica Mutual Insurance Company built a reputation for exceptional customer service and comprehensive coverage. They needed a growth partner to reimagine their data-driven marketing for greater efficiency and connected customer engagement across channels.
-
$18M
in annual cost savings with Merkle’s direct mail solution -
2+
day reduction in campaign time-to-market -
70%+
website visitors identified -
50%
decrease in implementation costs
The challenge
Amica needed new strategies and technology to maximize their first-party data and boost performance across channels. They had to address several channels to create effective data-driven marketing:
- Fragmented data limited personalization
- Operational inefficiencies reduced agility and delayed critical initiatives
- Legacy architecture only supported generic messaging that failed to resonate with audiences
- Regulatory compliance required enterprise-grade security frameworks
- Siloed channel activation led to disjointed customer experiences
The approach
Merkle created a modern composable marketing ecosystem as the foundation for consumer intelligence and efficiency across the Amica experience. The security-compliant solution integrated first- and third-party data through Merkury identity resolution, allowing for consistent activation across direct mail, connected TV, and digital channels. It included:
- A unified, composable data platform using Snowflake to connect and activate customer data
- Streamlined, automated workflows that reduced manual intervention and accelerated campaign execution
- Real-time segmentation and Merkury identity resolution to enable dynamic audience creation and personalized messaging at scale
- Robust enterprise-grade security frameworks with role-based access controls and monitoring for financial services compliance
- Omni-channel activation capabilities connecting direct mail, connected TV, and digital touchpoints through consistent identity resolution
The outcome
Amica’s new composable marketing ecosystem allows the company to leverage its first- and third-party data to drive acquisition and retention across channels. With this foundation in place, Amica plans to enhance personalization and optimize in real time to better reach customers and protect them for life’s journeys.
