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INSURANCE

Analytics Automation Ensures Marketing Campaign Success


The Challenge

A large U.S. insurer had embraced data and analytics to capture customer activity and behavior across multiple channels and devices. The company rapidly expanded its data analytics team, including talented data scientists, to interpret this critical data. However, business users had limited access to timely insights and analytics spending was not sustainable. Further, the data scientists frequently engaged in routine tasks that did not require their expertise, including preparing charts and dashboards. The company needed to scale to support business growth objectives and make better use of its data scientists—all without continued cost increases.


Our Approach

The insurer turned to Cognizant’s Marketing Operations team for a solution. Our insurance technology experts identified areas of improvement in IT and business processes that could streamline the delivery of data and insights. Using analytics and automation, the solution manages a number of marketing functions. For example, we automated the dashboards that provide a single source of information on digital campaigns. The solution calculates customer lifetime value, cost per click and ROI to help business users make better budgeting decisions.

Applying AI-based analytics and automation to uncover marketing opportunities has now become mainstream. The system automatically adjusts marketing content based on browsing history and social media activity, saving time and money. The automated collection and delivery of data from web tags provides business users with quick insights into customer activity. Cognizant’s expert tagging team now manages over 2,000 tags across 35 websites, saving the client more than $100,000 per year.

Automated Analytics Reduces Costs, Improves Visibility

Cognizant’s solution increased access to data for business users, who now receive data insights on demand instead of opening support tickets or emailing data scientists. Faster data delivery supports better decision-making, improving go-to-market times. To date, the solution has optimized more than 30 marketing campaigns, helped achieve 95% campaign accuracy and reduced the cost of campaign analytics up to 50%.

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50%

reduction in costs for campaign analytics

More than $100,000

in annual savings with streamlined tag management

Over 35 KPIs

providing marketing insights delivered automatically in near real-time dashboards


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