Measurement – UK Household Insurer
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Measurement – UK Household Insurer

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Our insurance client experienced a large degree of marketing inefficiency across its product portfolio. Operating in a highly competitive marketplace, our client recognized the importance of data ...

Our insurance client experienced a large degree of marketing inefficiency across its product portfolio. Operating in a highly competitive marketplace, our client recognized the importance of data availability, customer targeting, timely campaign measurement and properly structured KPIs connecting to key business objectives.

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    Measurement – UK Household Insurer Measurement – UK Household Insurer Document Transcript

    • Global Data & Analytics Measurement - UK Household Insurer Ogilvy & Mather
    • UK Household Insurer Business Challenge Our client understood there to be a large degree of marketing inefficiency across their product portfolio. Operating in a highly competitive marketplace, increasingly dominated by the aggregators, coupled with a fragmented insight and data capability and poor alignment of KPIs and campaign metrics meant it was essential to: 1. Drive major organisational change to deliver both the customer insights and business processes necessary to achie ve efficiencies and effective Customer Value Management 2. Realise cost sa vings in the immediate term Solution A parallel work-stream strategy was employed: Results Longer-term Objectives: The longer-term strategic objectives were met over a 2-year period; the enterprise data warehouse was developed and deployed, a prioritised roadmap and skill-set transfer delivered by the insourced team which formed the basis for a long-term successful customer management strategy where potential cost savings of £5M were identified. Shorter-term Objectives: Within the first 9-months the propensity models and segmentation solution were developed and deployed allowing the client to achieve reductions in the CPA by over 25%