Data Science Case Studies - Enterprise Segment Solution for Insurance | Blend360

Blend360 helped a leader in the insurance industry develop an enterprise segment solution for use across the organization.

Challenge

A recognized leader in the insurance industry developed an enterprise segment solution for use across the organization. Although the initiative had strong executive backing, the company was unable to design and implement programs that successfully used the segments to improve customer outcomes. Despite strong executive backing for segmentation, Marketing was on the verge of abandoning the effort.

Solution

Designed a personalized online experiences, as well as segmented email communications, designed to drive user engagement and conversion. The solution included the following components.

• Created a scoring algorithm to assign each user to a segment.
• Content Personalization: created custom algorithms to prioritize new and existing content for each user, relying heavily on the segmentation assignment.
• Content Curation: managed the creation and delivery of new content appropriate for each segment.
• Program Strategy & Execution:  outbound email campaigns to drive engagement and conversion.
• Measurement: provided program analytics, reporting and measurement.

Impact

Segmented marketing efforts generated significant improvements over comparison groups.

Segmented emails drive 55% higher open rates and 135% higher click rates when compared to program averages.

The segmented web experience produced double-digit increases in average visit duration and page views.

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