It’s rel­a­tively easy to get con­sumers excited about the lat­est elec­tronic gad­get or lat­est model car, but how do you get cus­tomers engaged in insur­ance? For RSA Insur­ance Group, one impor­tant answer is pro­vid­ing supe­rior, more per­son­al­ized dig­i­tal expe­ri­ences. With the help of Adobe Mar­ket­ing Cloud, includ­ing Adobe Ana­lyt­ics and Tar­get solu­tions, RSA is cus­tomiz­ing offers to help online cus­tomers find exactly what they want.

Adobe Mar­ket­ing Cloud guides improve­ments in our dig­i­tal strate­gies,” says Daniel Hud­dart, head of ana­lyt­ics at RSA Insur­ance Group. “By using detailed ana­lyt­ics and con­tin­u­ally test­ing our ideas, we can cre­ate more per­sonal web expe­ri­ences that improve our cus­tomer service.”

For exam­ple, using demo­graphic data analy­sis, RSA dis­cov­ered that dif­fer­ent demo­graph­ics pre­fer dif­fer­ent types of optional insur­ance add-ons. By per­son­al­iz­ing the add-ons depend­ing on the cus­tomer, RSA increased con­ver­sion by 2% and boosted prof­its by almost a pound per sale. Sim­i­larly, offer­ing dif­fer­ent home­page con­tent for new ver­sus exist­ing cus­tomers lifted the login rate 6%.

To learn more about how RSA is using Adobe Mar­ket­ing Cloud to per­son­al­ize the web expe­ri­ence, check out the full story here.

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