GMAC Insurance, an automobile insurer, has re-signed with Merkle, a customer relationship marketing (CRM) firm, for a three-year contract extension. GMAC Insurance began its full-service engagement with Merkle in 2008.
Merkle says it manages GMAC Insurance’s connected CRM database as well as provides the company with analytics support, modeling and reporting services. Merkle also is supplying creative services, production (email and print) management and digital media services that include both search marketing and targeted display. Additionally, Merkle offers strategy for marketing and campaign management.
Merkle adds that its integrated approach of consulting, data, analytics, technology, creative and digital media teams has allowed for the merging of cross-channel consumer data, which provides for tailored messaging and marketing tactics for GMAC Insurance. In the last year, Merkle has helped GMAC Insurance to decrease its marketing cost per application (CPA) by 34 percent, while increasing the overall policy sales by 6 percent. GMAC Insurance experienced growth in their key account sales, which have increased 20 percent since 2011 and 54 percent since 2009.
