Case Studies Multi-Channel Marketing: A Leading P&C Provider Used APT to Measure, Refine, and Target Their Multi-Channel Media Campaign

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	Multi-Channel Marketing: A Leading P&C Provider Used APT to Measure, Refine, and Target Their Multi-Channel Media Campaign

Multi-Channel Marketing: A Leading P&C Provider Used APT to Measure, Refine, and Target Their Multi-Channel Media Campaign

Technology Category	Analytics & Modeling - Predictive Analytics Analytics & Modeling - Real Time Analytics
Applicable Industries	Finance & Insurance
Applicable Functions	Business Operation Sales & Marketing
Use Cases	Demand Planning & Forecasting Predictive Replenishment
Services	Data Science Services System Integration
Challenge	The insurer had recently launched a media campaign (including digital, radio, direct mail, and TV) in several markets as the management team believed that increased investment was needed to drive growth. However, after the campaign was in market, management had a difficult time disentangling the success of different elements of the program and understanding in which locations the program was successful. Read More
About Customer	The customer is a leading provider in the Property and Casualty (P&C) insurance sector. With a significant market presence, the company has been at the forefront of offering comprehensive insurance solutions to a diverse clientele. The organization is known for its innovative approach to insurance, leveraging advanced technologies to enhance customer experience and operational efficiency. The company operates on a large scale, catering to a wide range of markets and demographics. Their commitment to growth and customer satisfaction drives them to continuously explore new strategies and tools to stay ahead in the competitive insurance landscape. Read More
Solution	Using APT software, the organization was able to create well-matched control groups to eliminate the impact of location and customer-level volatility. APT analysis showed that the media investment caused significant increases in premiums overall. However, by deaveraging the results, the client learned that digital advertising actually had the greatest ROI, followed closely by TV and radio -- direct mail had no statistically significant impact. Furthermore, the client found that the media campaign was most successful in areas with higher median household income and where brand recognition was historically lower. Based off of these identified drivers of performance, APT software built a predictive model which targeted markets scientifically proven to respond positively to the test. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Analytics & Modeling - Real Time Analytics

Applicable Industries

Finance & Insurance

Applicable Functions

Business Operation

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Predictive Replenishment

Services

Data Science Services

System Integration

Challenge

The insurer had recently launched a media campaign (including digital, radio, direct mail, and TV) in several markets as the management team believed that increased investment was needed to drive growth. However, after the campaign was in market, management had a difficult time disentangling the success of different elements of the program and understanding in which locations the program was successful.

About Customer

The customer is a leading provider in the Property and Casualty (P&C) insurance sector. With a significant market presence, the company has been at the forefront of offering comprehensive insurance solutions to a diverse clientele. The organization is known for its innovative approach to insurance, leveraging advanced technologies to enhance customer experience and operational efficiency. The company operates on a large scale, catering to a wide range of markets and demographics. Their commitment to growth and customer satisfaction drives them to continuously explore new strategies and tools to stay ahead in the competitive insurance landscape.

Solution

Using APT software, the organization was able to create well-matched control groups to eliminate the impact of location and customer-level volatility. APT analysis showed that the media investment caused significant increases in premiums overall. However, by deaveraging the results, the client learned that digital advertising actually had the greatest ROI, followed closely by TV and radio -- direct mail had no statistically significant impact. Furthermore, the client found that the media campaign was most successful in areas with higher median household income and where brand recognition was historically lower. Based off of these identified drivers of performance, APT software built a predictive model which targeted markets scientifically proven to respond positively to the test.

Impact #1	Using these learnings, the insurer reduced investment in direct mail and reallocated that budget towards digital.
Impact #2	The organization only rolled out the media campaign in markets scientifically proven to generate positive ROI.
Impact #3	This strategic reallocation greatly increased the overall success of the program.

Impact #1

Using these learnings, the insurer reduced investment in direct mail and reallocated that budget towards digital.

Impact #2

The organization only rolled out the media campaign in markets scientifically proven to generate positive ROI.

Impact #3

This strategic reallocation greatly increased the overall success of the program.

Benefit #1	Significant increases in premiums overall.
Benefit #2	Digital advertising had the greatest ROI, followed closely by TV and radio.
Benefit #3	Direct mail had no statistically significant impact.

Benefit #1

Significant increases in premiums overall.

Benefit #2

Digital advertising had the greatest ROI, followed closely by TV and radio.

Benefit #3

Direct mail had no statistically significant impact.

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Overview

Multi-Channel Marketing: A Leading P&C Provider Used APT to Measure, Refine, and Target Their Multi-Channel Media Campaign

Operational Impact

Quantitative Benefit