Insurance brand LV= is boosting its customer marketing strategy by implementing a multichannel intelligence platform, with the aim of better understanding each customer journey and gaining richer insights into individuals’ behaviour.
The move sees the business extend its five-year relationship with iJento, which has enabled LV= to collect, store and integrate detailed online customer data from its various websites.
Due to its multichannel capabilities, LV= is now able to incorporate its other sources of online and offline data and for the first time, get a single customer view with iJento’s SQL Server datamart.
The extended multichannel solution enables LV= to integrate contact centre data, to understand how customers interact between the web and contact centre; aggregator data, to better understand attraction types and influencers; mobile site data, to map the complete mobile journey for users; social media sites and campaigns, to understand their role as referrers; and viral videos and games, to track their effectiveness and influence.
The iJento Real-Time solution has displays key online performance metrics (number of visitors and page impressions) in realtime around the LV= offices on plasma screens. This enables marketers to monitor how the online business is performing in realtime and identify and fix any problems immediately.
LV=e-commerce director Paul Wishman said: “LV= has grown significantly in the past five years to be the UK’s fourth largest car insurer and top 12 general insurer – and analytics have played a key part in this. Whether the data originates from traditional computers, mobile devices or our contact centre, the solution has been invaluable to our continued development and progress. The success we have seen in our quote rates, application throughput and sales conversion cements the fact that iJento has tangible benefits.”
