Incremental Growth without Incremental Spend
Can a company incrementally grow market share without incrementally increasing marketing spend?
This insurance provider historically approached customer acquisition through traditional mass market channels. Television, direct mail, paid search and print campaigns had been primarily relied upon to reach and convert customers.
Breaking down silos between data analytics & primary insights teams, we used the direct relationship between healthcare insurer and individuals to create a predictive framework linking customer experiences with business outcomes.
Aligning the marketer’s path with the consumer’s path drives marketing refinement and increased customer conversion.
Editor’s note: this case was presented at the 2015 ESOMAR Congress