Monday October 8th, 2018 • 11:10 am - 11:50 am • Room 114
Today’s targets are hard to reach, particularly on the topic of retirement savings. Hear how MassMutual’s new multi-channel campaign broke through to their audience using data science and behavioral science to move that audience to action. This session will detail how MassMutual leveraged data science to define their audience and develop segments and models to drive 401k enrollment. And then, once that data revealed its secrets, how they employed behavioral science to engage the audience and move the needle on response by double digits.