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Use of Segmentation for Financial Marketers

Key Takeaways

Join Shannon Gatti McCarthy from Nationwide Financial and Leah van Zelm to:

  • Find out how motivation-based insight can fuel your foundational customer engagement strategy 
  • Using Merkle's proprietary research on Millennials in Financial Services, understand how financial marketers can tie their brand to distinct personal values and motivations to help own the customer experience 
  • Learn about practical scenarios on where to start and how to move your organization toward motivation-based customer engagement 
  • Learn how Nationwide Financial's life stage segmentation journey has evolved 

This on-demand webinar is a recorded presentation from Merkle's 2016 Financial Services Exchange. The Financial Services Exchange is an intimate forum where leaders of the best financial services and insurance brands can gain perspective from each other in the areas of performance marketing and CRM. The 2017 Financial Services Exchange will take place September 14-15 in Newport, Rhode Island at Hotel Viking Newport. 

Detailed Overview

Behavioral and life stage data can inform who to target and when to reach a particular audience, but it does not explain the implicit reasons individuals make the purchase decisions they do.

Understanding consumer decision-making at both the functional and emotional levels reveals the latent reasons WHY people do what they do.

This webinar covers how motivational and life stage insights can enable brands to truly understand what motivates their customers so they can drive the most relevant customer experiences.


Shannon Gatti McCarthy

Sr. Consultant, Brand Marketing/Retirement Plans, Nationwide

Leah van Zelm

VP Analytics & Targeting, Integrated Media & Digital