We were asked to improve the performance of digital communication for Dôvera insurance company.
Dôvera insurance company is very ambitious. Their digital acquisition goal for 2019 was to grow 50% year over year. Together we overachieved all KPI’s and delivered 102% YoY growth. See how the magic happened.
Segmentation
Understanding visitors behavior
Visitors behavior defined who is existing customer, employee, broker and what is the acquisition pool. Dividing acquisition pool into various segments helped us to understand their conversion journeys, motivation and build customized communication content accordingly.
Attribution modeling
What is the value of interaction
We found the way how to pass customers across channels to score. We created set of rules, that determines how credit for digital campaigns and conversion journeys is assigned to touchpoints in conversion paths.
Customer journey
Predict where the customer will appear next.
Improve the way every new customer should proceed. Creating conversion journeys based on segmentation, individual touchpoints driven by the value of affected conversion.
Personalized communication
We led by hand the customer with personalized content in digital journey to keep visitor on track toward conversion. By predicting next best interaction in customer journey, we were able identify what message needs to be displayed, in particular order trough specified advertising platform or during the website visit.
The technology and knowlege helped us to understand the real need and expectations of customers. The attribution modeling unveiled the fact, that displaying the right benefits is crucial during the whole communication and has stronger impact that any other flow of the campaign.
