Overview

Cross-Sell Efforts in Insurance: Display

Goal

Increase average products per household and improve ROI of your display marketing by delivering relevant and timely digital ads to customers who are in-market, actively shopping for additional insurance products.

Strategy

Prioritize consumers in your existing display campaigns as soon as Activate sees them in-market.  Also consider removing or changing campaigns for those consumers who are not seen in-market.

Focus campaign measurements on engagement metrics closely related to the ads, specifically click-through rate on the ad and engagement metrics on the landing page, such as clicks and bounce.

Initial Test
Group 1: Consumers with Activity (‘Seen’)
Group 2: Consumers with No Activity (‘Not Seen’)
Treatment: Retarget the same display ad to both groups, using
Group 2 as your control to establish a benchmark
Measurement: Lift in click through rate and landing
page engagement between Groups 1 & 2
Play 01

Single to Multi-Policy Value Prop

#insurance #cross-sell #display