UK insurance broker Swinton Group has signed a deal to implement Jaywing’s digital tracking technology, Almanac, in a move designed to measure and optimise its entire cross-channel marketing mix.
It is claimed Jaywing’s machine learning techniques and advanced technology help brands to address the growing challenge of consumers constantly switching between a plethora of channels and devices.
The Almanac scheme provides a data-driven and holistic approach for measuring, predicting and improving marketing impact on sales, revenue and other business outcomes.
The company insists that Swinton will now be able to follow an individual’s journey across online and offline channels and attribute the right value to each interaction for each consumer, as opposed to only attributing at channel level.
This provides the insurer with an accurate understanding of its customer base as individuals, so that it can more effectively focus marketing investment and engage each in a targeted, personalised way.
Jaywing will also work with Swinton to enhance its rapid understanding of marketing outcomes to drive improved results.
The company currently serves over 2 million customers, handles over 4 million policies and employs over 4,000 staff.
Swinton Group head of analytics and pricing Stephen Cox said: “We appointed Jaywing because it has the right technology and data, modelling and marketing expertise to undertake attribution at an individual customer level, and to evaluate the performance of our online and offline marketing.
“We look forward to better understanding how our marketing investments drive valuable acquisition across all our channels, and having the tools to focus our spend better in future to achieve improved levels of ROI.”
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