BeStUSeoFDAtAFoRAFinAnciALpRoDUct
hiGhLYcoMMenDeD
Moreth>n WinneR
StephensFrancisWhitson Salaamhalalinsurance
petBirthday Acquity
SegmentingtheUKpopulationbybelief
Renewaldataisthebiggestdriverofreponseand
conversionininsurancemarketing.Whilehomeand SalaamHalalInsuranceisthefirstUKproviderdedicatedtoofferinginsurance
motordatesarewidelyavailable,thereislittleavailable toBritishMuslimsinaccordancewithShariahprinciples.Itneededtoaccurately
onpetinsurance.Bylookingatinternalcustomer identifyMuslimsforalaunchdirectmailcampaign.Inacategorythatattracted
andprospectdata,thecompanywantedtoidentify averyhighstandardofentries,thejudgeswereimpressedbythecomplexity
analternativeapproachthatwouldbeaseffective. anduniquecapabilitydemonstratedintacklingthisnichemarket.
Thesolutionwastousethepet’sbirthdayanda Toachievethis,AcquityneededtoidentifyindividualswithinhighMuslim
mailingwrittenbythepet,nottheinsurance densityareasandalsothoselivingoutsidesuchareaswhoaremorelikelyboth
provider,inthemonthbeforehand.Datawas toownacarandtoholdShariahbeliefs.Thirdorfourthgenerationmembersof
profiledandsegmentedtoexcludeolderpetsand thecommunityarehardtolocate,butmorelikelyprospects.
identifythemostlikelyresponders.Responsebeat UsingCensusdataandpostcodesectorstoidentifythesizeofthemarket,
controlby67percentandconversionby51per togetherwithresearchintopropensitytobuyamongthoseidentifiedas
cent,whilecostpersalewashalved. assimilated,atargetingapproachwasdevelopedinfullconsultationwiththe
InformationCommissioner’sOffice.
hiGhLYcoMMenDeD Existingdatasourcesweretoobroadfortheselection,soabespokeanalytics
postoffice toolwasbuilt.Thiswasbasedonalgorithmssearchingforcombinationsoffirst
Draftfcb andsecondnamesthataredistinctiveofUKcitizensofAfrican,Far-Eastern,
thepeople’scarinsurance MiddleEasternandAsiandescent.Nomaddwasfurtherdevelopedtoprovide
anindicationofneedandpropensitytobuy.
PostOfficeneededtodrivecarinsuranceleadsto Renewaldatesforinsuranceweresourcedfromallmajorsuppliersand
itsbranchanddigitalnetwork.Usingtheexisting appendedwithkeyvariables.ThesewerethenscoredbyNomadd,witha
customerdatabase,prospectsweremodelledin responseandconversionmodelbasedonAcculturation–ananalysisofnames
ordertoprioritiseappendingofthirdpartyrenewal changedandnamesused.Responseratetothelaunchmailingwas.9per
dates,andfurtherexternalprospectrecordswere centcomparedtoanindustryaverageofbetween1andpercent.Thetop50
alsosourced.Previousenquirersandcustomers scoresinthemodeloutperformedthelowest50by28percent.
weremailedwithasolicitationtovisittheirPost TheintegrityofthecampaignwasassuredbyworkingcloselywiththeICO.
Officebranchorgoonline. Nomaddhasalsobeenusedtoscoreothersectorsfortargetingbydoordrops,
Arigoroustest-and-learnapproachwasappliedto regionalpressandoutdoor.
optimisemodelsandselectionsthroughout.The
projectdeliveredacostperacquisitionat6percent hiGhLYcoMMenDeD
undertarget.Thejudgespraisedthecompletenessof thomascookFinancialServices
theprojectanditspotentiallongevity,especially JaywingDMG
throughtheuseofmultiplechannels. Myholidaycountdown
ThomasCookFinancialServiceswantedtobecometheUK’sfavouriteconsumer
provideroftravel-relatedfinancialproducts.Itidentifiedtargetgroupsamong
holidaybookerswhowereinvitedusingprizedrawincentivestoregisterona
microsite,wheretheywereofferedinformationontheirdestination,including
localprices,weatherandholidaymoneytips.
Timedcommunicationsintherunuptotheirholidayweresentusinghigh
levelsofpersonalisation.Decisionruleswereconfiguredinrealtimetodetermine
thenextbestactionoroffer.Cross-salesofcreditcardstoregistereduserswere
9.5timeshigherthancontrolandsalesofairportloungefacilitiestripled.
Sponsoredby:
GReenStone
greenstonedatasolutions,thedatabasebureauwith“thesubtledifference”wasformedin200toprovideadvanceddata
managementsolutions. Whateverserviceisrequiredgreenstonewillusethebestandtherighttechnologyavailable,to
achieveeachclient’srequirements,promoteacompetitiveandfaircoststructure,giveclientsaccesstoanempowered,ex-
periencedandprofessionalteam,offerablue-chipservicetoeveryorganisationandstrivetoexceedclientexpectations;
ratherthanjusttomeetthem. greenstone’srapidexpansionandpositionasoneofthefastest-growingdata&database
solutionsbusinessesintheUKcanbeattributedtoitsapproachandthequalityofitspeople.
DAtAStRAteGYAWARDS2009|11
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