National Property & Casualty Insurance Carrier
Improving marketing performancethrough Audience Science™ and creative segmentation.
Audience, Creative, Direct
More relevant personalization. Less generalized personas.
A national insurance carrier needed support improving its offer relevancy and personalization. We jumped in with a highly segmented creative strategy informed by Audience Science. Our work enhanced offer relevancy through personalization to improve marketing performance.
In-depth persona evaluation – to deeply understand target audiences.
Expert persona segmentation isn’t simple. Our unique Audience Science approach analyzed a proprietary data set:
- First-party data
- Curated demographic, financial, lifestyle, and psychographic data
- Third-party insurance data and credit inquiries
We then layered market trends and competitive analysis – bringing all offline and online data and intent signals together. This multi-sourced, complex approach to persona development built a 360° picture of target personas – bringing to life the person the creative can speak directly with.
Robust persona segments – for relevant creative.
Armed with advanced personas for five key target audience segments, we renewed the creative strategy for enhanced offer relevancy. Our in-depth persona work shared actionable insights, including:
- Insurance Needs
- Shopping Frequency
In just one example, these details informed variables such as:
- Prioritization of quality vs. price messaging
- Reason to believe (feature/benefit)
- Preferred communication channel for call to action
Personalized offers that hit home – and fueled performance.
Our variables of personalization took many forms, improving the relevancy to build stronger relationships with prospects and customers with every send. From higher response to lower cost, our Audience Science approach – implemented through in-depth persona segmentation tactics – lifted the national insurance carrier’s marketing performance to new heights.
Higher quote rate
Higher bind rate
Lower cost per bind