Dynamic CRM technology solutions

Dynamic CRM technology solutions

Challenge:

A top 5 US insurance company was looking to create predictive audience segments for future targeting of home, automobile and life insurance policies.

Solution:

Creation of a safe harbour data environment for advanced predictive modeling using multiple data sets.

  • We created a 3rd party hosted safe harbour environment that can both digest and analyze multiple data parameters

  • We aggregated multiple data sets into this environment, including purchase, search, behavioral, census, digital cookie based, location, and survey based data

  • We anonymized all data from any Personally Identified Information and modelled relevant parts to adhere to all privacy regulations

  • We modelled behaviors against relevant objective functions to identify behavioral predictors in future behaviors

  • We created segmented audience groups based on likelihood of exhibiting future desired behaviors based on given past behaviors and data.

Results:

In addition to serving as the command center for all marketing and sales operations, the system monitored, tracked and initiated actionable recommendations for optimization in real time.

  • A year after implementation, operational margins increased by 18%.

  • Additionally, sales increased by 24% and ROI by 31%

  • The average marketing campaign went from an ROI of 2.8:1 to 4.3:1 within an 18 month period.