CNA Customer Testimonial – Using Alteryx for Predicitive Analytics


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CNA Financial is using Alteryx for predictive analytics to target the best potential customers for their brokers.

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CNA Customer Testimonial – Using Alteryx for Predicitive Analytics

  1. 1. CNA Financial Patrice Nolan Market Research Analyst Tim Fleming AVP & Actuary - Pricing
  2. 2. ABOUT CNA • As the 8th largest U.S. commercial insurer and the 13th largest U.S. property & casualty insurer, CNA provides insurance protection to more than one million businesses and professionals in the U.S. and internationally. • We understand the importance of being where our customers are • Headquartered in Chicago, CNA has offices throughout the U.S., Canada and Europe • In these locations, we work with highly professional independent agents and brokers to ensure our customers receive the personal service and attention they look for in a carrier
  3. 3. Prospect Development Project - Sales and Marketing Funnel Prospect Lead Analysis Utilizing Alteryx Suspect Submitted Quoted Booked Retain & Grow Sales Acceptance Awareness Engagement Consideration Lead Acquisition Associations Conference/ Event Other Producer Interaction Lead Opportunity Account 3
  4. 4. Names acquired Using Alteryx, lists scrubbed against CNA policy data Inforce, QNTs, recapture identified; enables account- specific sales strategies UW contacts distributor to ask for the business or cross-sell to existing accounts • Campaign tactics engage contacts and collect additional data, including current producer relationship • Contact earns “lead score” based on behavioral actions and additional demographic data +10 +10 +25 When contact’s lead score reaches 100, “warm lead” is passed to Sales and entered into pipeline Remaining suspects prioritized based on “preferred” risk criteria and scoring model developed using Alteryx. Entered into marketing campaign. Sample Sales Campaign Utilizing Prospects 4
  5. 5. Scoring Model Development data prep module 3/7/14 5 connect format join
  6. 6. Scoring Model Development predictive analytics module 3/7/14 6 select model score
  7. 7. Scoring Model Development - Illustration 3/7/14 7 model configuration scoring output
  8. 8. •A manual process that took days to scrub a list of prospects against CNA current and past insureds data can now be done in minutes •The ability to develop and apply a predictive scoring model to a list of prospects that will lead to a prioritized list of preferred risks that will have a higher probability of success •CNA now has the ability to provide actionable prospects to underwriters which will lead to productive conversations with CNA’s agents and brokers •Opportunity to differentiate ourselves from our competitors Prospect Development With Alteryx