How a Cloud-First Approach to Data Transforms Customer Experiences

Today’s customers expect to receive a meaningful and consistent experience across each interaction with your brand. Yet, according to Merkle’s Q3 2020 survey of US and UK marketers, 57% of data platforms are falling behind on the maturity scale making it nearly impossible for companies to meet customers’ demands.

Insurance provider AAA Life found itself in such a predicament. Campaigns were taking too long, while segmentation and targeting efforts were inefficient. Plus, measurement and reporting on campaign performance was limited and lacked consistent insights to make improvements—delaying campaigns being brought to market.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Merkle’s Brett McTammany, vice president of marketing technology, delivery lead insurance, Amazon Web Services’ Kevin Wall, solutions architect, and AAA Life Insurance’s Jennifer Hart, vice president of direct marketing, and Rafael Mejia, director of analytics and data management. They shared AAA Life’s data modernization story and the business case for adopting a cloud-first data marketing platform.

Watch this webinar and learn:

How to solve common personalization challenges, like antiquated tech and data strategies

What type of data foundation is critical to activate meaningful customer experiences

How to select a cloud environment and migration partner to ensure success and sustainability


Brett McTammany Brett McTammany is vice president of marketing technology, delivery lead insurance at Merkle. Brett is accountable for solution management for insurance clients and provides thought leadership and guidance on operational effectiveness, efficiency, and ongoing optimization of technology solutions. Representative accounts include AAA Life Insurance, CUNA Mutual, GEICO, Gerber Life, PURE, The Hartford, and Travelers. Brett is an accomplished professional with proven experience leading large teams delivering CRM strategic and technology solutions, with an excellent understanding of CRM solutions, marketing business process improvements, and delivery methodologies.
Kevin Wall Kevin Wall is solutions architect at Amazon Web Services. As a technical leader in the Amazon Web Services strategic initiatives team, Kevin leads partners in cloud transformations. He has over 20 years experience in technology with AWS, Microsoft and financial services organizations, providing architectural and engineering subject matter expertise for infrastructure automation, analytics, and security solutions.
Jennifer Hart Jennifer Hart is the vice president of direct marketing at AAA Life Insurance. Jennifer serves as the primary business leader for the direct marketing business, including direct mail sales and operations, digital sales, and analytics. Jennifer has extensive direct mail and digital experience in multiple industries, including P&C insurance, CPG, and non-profit. Jennifer has degrees in Marketing and Information Technology, and attained an FLMI Life Insurance certification.
Rafael Mejia Rafael Mejia is director of analytics and data management at AAA Life Insurance. Rafael serves as an internal champion and facilitator for data-driven strategies and decision making. Before joining AAA Life, Rafael held leadership roles in Marketing, Growth, and Analytics at Barnes & Noble, Braze, and other brands.


Marissa Coslov is vice president of business development at eMarketer. She is an experienced sales and account executive, with a proven track record of selling on an enterprise level while educating and building value among the world’s largest and most recognizable brands, agencies and ad-tech companies.

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