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WE
DELI
VERE
D Campaign optimization continued to bring down cost per premium over time
and has maintained with scale
WE
TEST
EDW
E DE
VELO
PED
WE
ANAL
YZED
WE
SEGM
ENTE
DW
E CR
EATE
DW
E ST
RATE
GIZE
D
THE ANALYTICS
Measurement based on calibrated top down & bottom up approach with media mix and digital attribution (Visual IQ) .05 .11 .25.32
Model-based attribution weights
MEDIA PLAN
Away from Family
Jazz/BluesPersonal Finance
Online Spenders
Personal Finance
Motor Sports/Nascar Online Spenders (Active)
SOCIAL CONCEPTS
Creative Optimization6 concepts over 10 weeks with approxi-mately 1,000 possible iterations
B
C
Brett is 30 and has been a rising star at his firm. He recently bought his first home. He wants to make the right selection...
Family Matters
Young & Driven
Jean is 37 and she and her husband just had a third child. Jean’s priority is protecting her family. She is likely to spend more time researching...
•Competitors are focused on direct to consumer business
•Competition forunderserved market is intensifying
Industry Market
•Life Insurance growth is flat
•Barriers to enrolling: medical exam, price, need for speed
•Shift to online research and buying
•Consumers seek insurance as part of a financial plan
•Consumers are underinsured
Competitors
THE VALIDATION
THE RESULTS
THE AUDIENCE
MEDIA PLANNING & OPTIMIZATION CASE STUDYNATIONAL LIFE INSURANCE BRAND