About the Customer
Online Insurance Market Place aggregating insurance products from multiple insurance companies in order to provide comparison and seamless instant purchase. Products include Car, Two Wheeler, Travel, Health, Life and other Insurance products. One of the leading players in India B2C online Insurance sector.
What ObliquePyramid does best
ObliquePyramid partners with the customer to provide scale for the business along with reducing customer acquisition cost and increasing revenue per dollar of marketing spend.
1 | The Challange
Online Insurance sector in India is highly competitive and growing. The biggest challenge is to grow and scale-up the business, while keeping the customer acquisition cost low in order to make the business viable over long-term horizon. The converson needs touch-point by advisors through contact centre. So it is important to generate quality leads and also synchronizing the quantity of the leads and distributing them as per the capacity of the Advisors over different hours of the day/ week for better ROI.
2 | The Solution
After learning more about the brand its products offering during the discovery phase, ObliquePyramid carried out an extensive research about the market, competition, profiling of potential customers most suitable for the brand keeping in mind the objectives for the brand. It devised a three-pronged solution:
- Research and Analysis of Online Intent as well as profiling with respect to Competition. Design of cohorts using our Profiling Tool based on identification of Online Behavior, Intent and Timing.
- Setting up and Managing Integrated Campaigns across SEM, Social Media, Display Networks as per the Behavioural Cohorts with integrated suitable communication strategy resulting in Lead Generation as per the advisor capacity schedule.
- Continous Optimization using our Profiling Tools with Integrated Analysis of Marketing and Sales Information.
3 | The Bottom Line
After going through number of optimization cycles, the most optimal balance has been achieved for Integrated Campaigns across digital media channels including SEM, Social media and Display networks. Best fit custom communication and Re-marketing makes sure that the best connection is maintained with the customer till sales conversion. The granular analysis also helps optimal lead generation by the hours of the day synchronizing with Advisor Capacity, which yeilds in timely customer service. The Cohorts generated by the profiling tools help generating higher value of transactions and improving overall ROI on marketing spend. Both the Growth in business and Reduction in Customer Acquisition Cost achieved with predictability.
Our customer now boasts as the most optimal Online Insurance Business in India. They have a great amount of control over their customer acquisition process, predictable revenues and driving better customer experience by providng the best solution to the individual needs as per the granular analysis and profiling.
