The Co-operative Insurance
Steering The Co-operative Insurance DM results in the right direction
While many of the company’s cold DM campaigns had managed to achieve a reasonable response, they had done so at an unacceptably high price in terms of Cost Per Acquisition.
So we consciously set out to reduce the company’s CPA while still attaining an acceptable response rate.
With this in mind, we rebuilt existing Response and Conversion propensity models, and were able to identify and exclude non-performing segments.
As a result, we optimized selections by maximizing both Response, Conversion and Segment performance. In addition, we provided in-depth weekly reporting, and worked with our Communisis partner to develop a new proposition and creative solution for Q1.
Our approach paid dividends with an impressive 85% decrease in the company’s Cost Per Acquisition; the lowest the company has ever achieved.