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Ad spend visibility:
Inability to monetize campaign data by drilling down into campaign results
Marketing taxonomy:
Standardizing the process of campaign tracking was a hassle
Campaign turnaround time:
Optimizing campaigns in real-time was impossible
Disconnected sources:
Inability to collect and enrich campaign data from any marketing source
• Unknown campaign traffic costs in the ‘Unspecified’ category are reduced by 85% thanks to Accutics. 10% of the insurer’s entire ad spend was in the ‘Unspecified’ category. This estimates to a $65,000 month-over-month cost reduction.
• After using the platform, the leading Fortune 100 insurer registered 85% overall improvement on all campaigns in the United States across all sources. Additionally, Japan, one of the key markets where the insurer holds a leading position, has had a 75% improvement in several areas.
• The increased ability to track campaign effectiveness at line-of-business level resulted in a 100% increase in campaign spend in several key markets such as countries across South America.
For the Fortune 100 insurance company, analytics is a core component to their business model. Therefore, understanding where campaign traffic comes from is key to making effective digital marketing investments and tracking new opportunities with confidence.
With Accutics, campaign data is correctly grouped and readily-accessible in Adobe Analytics. As a result, the dreaded ‘Unspecified’ bucket in Adobe Analytics has decreased by a staggering 85%. This has resulted in $65,000 savings month-over-month.
At line-of-business level, the increased visibility into campaign traffic and performance has enabled multiple business units to scale impact and make more informed choices about how marketing budgets are allocated. Consequently, several markets in South America have increased investments in digital campaigns and doubled their ad spend, as Accutics has given clear insights to the true performance and value of their campaign activities.
For the Fortune 100 insurer, speed is critical to gain a competitive advantage and identify new opportunities.
Campaign tracking and configuration adjustments in real-time were challenges that could not be addressed with the previous tool they were using. As their analytics engineer says, “We had a hard time making adjustments to anything in the tool before Accutics. Adding new fields, changing languages, adding URL parameters were all very challenging.” The process was often time-consuming and detrimental to workflows.
Accutics’ modern and easy-to-use interface has made it possible to make quick adjustments to their campaign taxonomy like adding items, reevaluating values, configuring language-specific settings to support global teams, and changing menus straight from the platform.
Known for its superior customer service, the Fortune 100 insurer has customer-centricity at the core of its strategic focus. Providing a great customer experience relies heavily on online experiences. As the brand’s Analytics Engineer explains, “We need our online experiences to provide proper education and the means to connect with representatives around the world for assistance.”
To achieve that, seamless data flow between all marketing data sources and Adobe Analytics is vital. As marketing data flow improves, so does the insurers’ understanding of its customers.
The Analytics Engineer adds: “My team helps enable and standardize mar-tech deployments across all our global partners and platforms. We specialize in all user experience data from web activities and assist all our partners in synthesizing all this data to improve experiences and report on web utility.”
Accutics has played a pivotal role in achieving that. The platform’s orchestration capabilities can be tapped with ease, making it possible for the insurer to sync flawlessly with marketing tools such as Facebook and Sprinklr and flow the data correctly into Adobe Analytics. This was one of the brand’s main goals for migrating to the new solution.
The seamless integration between all campaign data sources has empowered the corporation to tap into new possibilities that support their customer-centric strategy.
For example, the analytics teams are also using Accutics to track links attached to emails from their Customer Care center.
This enables them to assess how customers engage with their online communication and gain a better understanding of the customer journey. The Analytics Manager says: “This has helped our Customer Care teams to understand the effectiveness of their follow-up communications better.”
The flexibility offered by Accutics has supported the global insurance company in strengthening the relationship with their customers and meeting their evolving needs at every step of their journey. This can ultimately lead to improved retention and greater customer lifetime value.