Predictive target audience modeling
A top 5 US insurance company was looking to create predictive audience segments for future targeting of home, automobile and life insurance policies.
Creation of a safe harbour data environment for advanced predictive modeling using multiple data sets.
We created a 3rd party hosted safe harbour environment that can both digest and analyze multiple data parameters
We aggregated multiple data sets into this environment, including purchase, search, behavioral, census, digital cookie based, location, and survey based data
We anonymized all data from any Personally Identified Information and modelled relevant parts to adhere to all privacy regulations
We modelled behaviors against relevant objective functions to identify behavioral predictors in future behaviors
We created segmented audience groups based on likelihood of exhibiting future desired behaviors based on given past behaviors and data.
Predictive audience groups had conversions rates that were 3.6X standard audiences without compromising scale.
ROI on top 10% of audience group was 8X that of standard audiences
ROI on top 25% of audience group was 5.75X that of standard audiences