Merkle (www.merkle.com), a leading customer relationship marketing (CRM) firm and the nation’s largest privately-held agency, announces that John Lee, senior vice president and practice leader at Merkle, will be a keynote speaker alongside Amir Weiss, vice president, digital at MetLife at the OMMA Display conference during Advertising Week. Hosted by MediaPost, the event, being held October 1-2, 2012 at the New York Marriott Marquis hotel, will focus on where and how advertisers are seeing advanced data targeting, demand-side platforms and real-time bidding move the needle of marketing performance.

Lee and Weiss’ keynote session, “From Segmentation to Attribution: MetLife Builds Next-Gen Display Machine,” will take place on October 1, 2012 at 11:30am and will focus on how MetLife set out in 2010 to revolutionize the purchasing of consumer life insurance by creating an easy, intuitive experience that allows for shopping, applying for and buying policies online. The presentation will discuss how MetLife recognized the need to create a powerful consumer analytics and marketing engine that would enable targeting of distinct segments across media and deliver precise measurement of which strategies and tactics were driving performance. In addition, the speakers will discuss how in partnership with Merkle, MetLife has developed a testing and measurement methodology that is driving increased performance in its digital and offline channels.

“It is an exciting era in the digital media and ad tech industry with the dramatic advances that we are seeing take place,” said John Lee.  “I am eager to engage with industry leaders about trends in the market around marrying the analytic and measurement sophistication of CRM with the increasingly targetable digital media landscape to create unprecedented results.”