Case Study: Target Media Solutions achieves higher auto insurance customer acquisition with Merkle

Targeted Media Solutions - Customer Case Study

Target Media Solutions, a national auto insurance marketer, had already exhausted many traditional acquisition methods and needed a cost-effective way to reach new customers more strategically. The company hired Merkle and used Merkle’s patent-pending Targeted Media Solution to improve audience targeting within its budget.

Merkle built a preferred customer prospect model using the client’s transaction data and Merkle’s DataSource consumer database, then applied it to selective insert programs to target only the best prospects. The campaign delivered a 33% lift over the control group in total inquiry response, while the top model decile saw a 29% lift and 22% better cost efficiency versus decile 4, with Merkle also optimizing performance by catalog title.

Target Media Solutions