Merkle to present BAI Webinar on Marketing Financial Services to Millennials

COLUMBIA, Md.--()--Merkle (, a leading technology-enabled, data-driven performance marketing agency, announced that it will present a BAI webinar titled, Maximum Recognition, Minimal Effort: How Financial Services Meets Millennials’ Emotional Needs on October 12, 2016 at 2 PM ET. Merkle presenters Brian Campbell, senior director, financial services strategy; Ethan Hanson, director, digital marketing & consumer research; and Mike Adamson, senior manager, customer experience strategy, will examine the motivational drivers of millennial purchase decisions in three financial services categories: auto insurance, mortgage lending, and digital wallets.

The webinar will also present how to discover motivations using a Neuroanalytics™ approach, and how to apply it to strategic marketing. Presenters will also uncover fascinating consistencies in the millennial mindset that will help any company targeting millennials form a game-changing strategy that addresses their subconscious desires.

In this complimentary BAI webinar, financial services marketers will learn:

  • Top reasons behind millennials’ digital wallet and lending purchasing decisions
  • How motivation-based insight can fuel your customer engagement strategy
  • Practical scenarios on where to start and how to move your organization toward motivation-based customer engagement

In support of the webinar, Merkle’s corresponding white paper offers a comprehensive breakdown of the research on millennial buying motivations and the emotional needs that drive them. This in-depth guide focuses on unexpected insights that offer marketers a unique and effective path to resonate with this elusive group.

“We have studied the millennial mindset in detail, and we know that they are poised to reshape the economy. There are several motivational distinctions that span identity and generational shifts —and when combined with the onset of mobile, greatly influence their buying behavior. With a quantitative approach to millennial trends in financial services, we reveal findings that are crucial to the future of marketing in this industry,” said Ethan Hanson.

About Merkle

Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 25 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. When combined with its strength in performance media, Merkle creates customer experiences that drive improved marketing results and shareholder value. With more than 3,400 employees, Merkle is headquartered in Columbia, Maryland with 15 additional offices in the US and offices in Barcelona, London, Shanghai, and Nanjing. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit

About BAI

BAI delivers the financial services industry’s most actionable insights, enabling leaders to make smart business decisions, every day. We’re passionate about the trusted information and powerful tools that provide leaders with the clarity and confidence needed to prepare for tomorrow, while performing better today. For more information, visit

BAI is Bank Administration Institute and BAI Center.


Burson-Marsteller for Merkle Inc.
Alexandra Simpson, 212-614-4930


Burson-Marsteller for Merkle Inc.
Alexandra Simpson, 212-614-4930