Merkle (www.merkle.com), a leading technology-enabled, data-driven customer relationship marketing (CRM) firm and the nation’s largest privately held agency, announced that it will host an Addressable Customer Experience on-demand webinar series for financial services and insurance marketers.
“We are excited to release this series of four webinars which will discuss the importance of delivering addressable customer experiences and best practices for executing on this strategy,” said Jeaneen Andrews-Feldman, senior vice president, marketing, Merkle. “Each webinar will be released weekly throughout the month of December.”
The first webinar, titled The Three C’s of the Addressable Customer Experience, will become available on December 4. Led by Merkle’s executive vice president, vertical markets, John Lee, this webinar will focus on how marketers can achieve the ideal addressable customer experience by mastering the three C’s: context, connectivity, and content.
The second webinar, titled Audience Insights and Strategy, will be available on December 10 and will be led by Merkle’s executive vice president, digital strategy, Matt Naeger, and Merkle’s principal consultant, Leah van Zelm. This session will explore the approach leading marketers are taking to use consumer research and data to develop clear insights into the needs, wants, and attributes of the target consumer that are actionable at an addressable level.
On December 17, the third webinar will be led by Peter Vandre, senior vice president, digital analytics and Matt Naeger. This session, titled Addressable Audience Planning, will focus on how marketers translate audience insights and strategy into actionable, audience-based planning that enables longitudinal alignment of consumer touch-points across all media, channels, and devices.
The final session in the series, Overcoming the Organizational Challenge, delivered on December 22, will introduce a framework for how companies should consider organizing into one of four core models based on their industry, business strategy, and culture. Led by Leah van Zelm, the session will address the changing dynamic between the chief customer officer and the CIO.