Media optimization in insurance industry

Analyzing the customer journey to increase efficiency of online media spending.

How to make smart choices in deciding how and where to spend your media budget? Within online advertising it’s possible see a complete customer journey, which we can use to determine the attribution of each channel to a conversion. This is just what we did for an international insurance company.

Next to the channel attribution model we created a model that predicts which visitor is most likely to convert. By uploading the results to Google Adwords, we were able to adjust bidding based on the likelihood of conversion.

When using our model, our client increased its efficiency by spending less on ineffective media channels and more on the effective ones. Within Google Adwords, they were able to increase their efficiency by targeting the right users.