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Data and marketing specialist JaywingDMG has been chosen by Swinton, one of the UK's leading insurance brokers, to improve its motor policy acquisition.
Past quotes and lapsed policy records provide a rich data source for modelling the likelihood of individuals responding or converting to a car insurance offer. Using these propensity models, data specialist JaywingDMG has developed a new segmentation and planning framework to inform Swinton's future marketing activities.
A new targeting approach has been developed and tested, adopting alternative marketing channels, product offerings and creative strategies where appropriate. The next phase of the project will see this framework put into practice to optimise the efficiency of mailings and outbound telesales activities, reducing the cost per acquisition, thus improving overall conversion rates.
Andy Mills, Customer Information Manager at Swinton commented:
"By introducing a greater degree of customer insight to Swinton, this project will bring efficiencies across many parts of the organisation; from the direct marketing team to our call centre and branch network. We've been delighted at how the JaywingDMG team has shared its innovation and experience with us over a series of initiatives over the last three years, and we're confident this approach will have a substantial impact on our future acquisition levels."
Steve Denby, CEO at JaywingDMG commented:
"Consumers these days are infinitely more marketing-savvy, so it pays to communicate via their preferred channels using tailored and personal messaging. Swinton's approach to customer communications demonstrates a solid commitment to a more personal customer experience; JaywingDMG's data-led approach can add even greater value."
