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How a Cloud-first Approach to Data Transforms Customer Experiences

Original Presentation Date

Dec 10, 2020

Key Takeaways

Activating meaningful customer experiences through technology platforms means that the data foundation must be right. Join speakers from AAA Life, Merkle, and Amazon Web Services as they discuss:

  • Common personalization challenges today’s organizations face today due to antiquated technologies and data strategies
  • AAA Life’s journey to overcome these challenges through data modernization - including how a business case was made for a cloud-first marketing data platform, and how a cloud environment and migration partner was selected to ensure the initiative’s success​ and sustainability
  • How to apply a cloud-first strategy to data modernization that allows for rapid deployment and adaption, and scale as your customers’ needs evolve

Detailed Overview

AAA Life needed an integrated, closed-loop, cross-channel marketing platform to upscale its prospect acquisition, cross-sell, and customer journeys programs. Campaigns were taking longer than expected, while segmentation and targeting efforts were inefficient. In addition, measurement and reporting on campaign performance was limited and lacked consistent insights to improve performance—delaying campaigns being brought to market.

AAA Life is not alone in this journey. According to marketing leaders across the US and UK, *57% of data platforms are falling behind the maturity scale making it nearly impossible for organizations to meet the demands of today’s customers—and to receive a meaningful and consistent experience across each interaction with your brand.



Jennifer hart

VP, Direct Marketing, AAA Life

Rafael Mejia

Director of Analytics and Data Management, AAA Life Insurance

Brett McTammany

VP, Marketing Technology, Delivery Lead Insurance, Merkle

Kevin Wall

Solutions Architect, AWS