A TWEAK TO UNIQUE

A national insurance organization sought to increase the number of leads they received from a Facebook advertising initiative in the highly competitive social media marketplace.

To spark greater interest in the product and with limited flexibility in offer strategies, it became clear to our client that data strategy provided the best opportunity to address their Pain Point - more applications.

Utilizing a human-driven modeling strategy, our team developed a solution to prioritize leads and communicate more effectively with possible applicants to enhance messaging.

• Models identified data characteristics in demographics, buying behaviors, and life stage motivations to understand the root cause of who says yes and who says no.

• We applied those learnings in real time, customizing content to meet the unique interests of each site visitor.

• We scored leads to prioritize follow-up strategies especially among those who started an application but did not complete.

The results? An immediate 22% increase in applications. Pain Point relieved.