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Data Analytics - Campaign targeting

  • November 12, 2009

Aquent helps an insurance leader develop better targeted campaigns by providing expert data analytics talent to consolidate, reconfigure, and analyze consumer data from diverse product lines.

Challenge

This global organization provides a full range of insurance products (auto, motorcycle, boat, homeowners, life, commercial, and farm) and financial services (annuities, mortgages, mutual funds, and pensions). In order to market to its customers more effectively, the company needed to merge and analyze huge volumes of customer data that were stored in multiple databases. Lacking the in-house talent to lead this data reconfiguration effort, the insurer engaged Aquent to bring together a team of researchers and database analysts to evaluate the data and to help measure, determine, and predict customer behavior.

Aquent Solution

Aquent understood that finding candidates with the right skills and corporate fit took precedence over speed. It identified the best qualified experts to work in a number of valuable roles, including marketing and media analytics, research, statistics, campaign, and list management. Over a four-month period, Aquent assembled a core team of six analytics professionals to complete the data reconfiguration and analysis. In addition, Aquent brought on marketing specialists to handle additional projects as the client needed.

Impact

According to the client, the data analysis provided by Aquent talent has helped the organization make critical decisions more quickly and stay ahead of the curve. The client was so pleased with their partnership with Aquent and Aquent’s ability to anticipate its staffing needs, that the analytics function has been redesigned based on the talent that Aquent can deliver. Aquent continues to hold regular meetings with the insurer’s hiring managers and provide talent to drive data reconfiguration and analysis.

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