Using Customer Insights for the Greatest Impact
by Maria Mihajlovic
Posted on 03-14-2018
Bupa is a global healthcare company focused on making the lives of its customers better. To support its growing online audience and differentiate its brand from other companies in the market, Bupa UK needed to unlock the power of customer data.
The company adopted Adobe Analytics and engaged Adobe Customer Solutions to build digital marketing skills and understand the powerful role analytics can play in achieving marketing goals. “Adopting Adobe Analytics was a watershed moment for our company, empowering us to quickly become an even more data-driven organisation,” says Maurice Ky, Analytics Manager, Bupa UK. “By partnering with Adobe, we positioned ourselves for faster, repeatable success.”
Integrating its data warehouse with Adobe Analytics enabled Bupa UK to create a 360-degree view of how customers interact with the company, both online and offline. Bupa UK immediately gained a clearer understanding of how audiences use devices and digital services to search for information, and used that insight to make adjustments to content and marketing strategies.
The healthcare company also empowers employees to access data with Adobe Analytics, and uses it to create successful outreach campaigns that target new customers. For instance, during an engagement campaign that featured health trend and medical breakthrough news, data from Adobe Analytics helped Bupa UK double its targeted response rates within three weeks.
Bupa UK’s success with Adobe Analytics recently led the company to implement Adobe Target Premium to help drive personalisation initiatives. The company is also very excited to experiment with precision targeting powered by Adobe Sensei, to test different messages and continue identifying ways to stand out from the competition.
Read the Bupa UK case study here.
Topics: Digital Transformation, Bupa, Bupa UK, digital marketing, UK, UK Exclusive, Digital EMEA