Allianz Australia Reduces Cost per Acquisition by up to 30 Percent
by Heather Edell
posted on 10-05-2018
Whether people are buying a new home or planning a big trip, insurance provides peace of mind that people can get their lives back on track fast. Global insurer Allianz offers a wide variety of insurance products to help protect any customer’s unique interests. Allianz Australia has attracted a diverse community of more than 3 million customers with its diverse services.
For marketers, having such a wide range of insurance offerings can make it difficult to match customers with the right insurance product. The company decided that it needed to take a unified approach across all channels — from web search to online video to television — to better reach customers with the right offers at the right time.
“Using Adobe Advertising Cloud we can look at all of the data available, including cost per ad, reach, and unique audience members across online and offline channels and build balanced strategies,” says Mark Dawson, Senior Manager of Digital Optimization at Allianz Group.
Starting with Adobe Advertising Cloud Search, Allianz Australia used performance optimization, forecasting, and spend recommendation capabilities to lower cost per acquisition and cost per quote by up to 30 percent. These capabilities are powered by Adobe Sensei, delivering strong performance through artificial intelligence and machine learning.
Allianz Australia then expanded its Adobe footprint with Adobe Advertising Cloud DSP for video, display, social, and television. Adobe Advertising Cloud allowed Allianz Australia to target advertising spend during primetime hours and achieve the best possible returns.
We’re on the journey of delivering consistent messages and brand experiences, regardless of where a customer is — be it online, TV, streaming, or other channels,” says Dawson. “All of these experiences begin with our ability to view, segment, and act on customer data from a single place.”
Read the story here.
Topics: Digital Transformation, Advertising
Products: Advertising Cloud, Audience Manager