nib

Campaign : nib Multi–Touch Attribution Dashboard
Work : Media Planning & Buying and Performance

Insurance brand nib were a traditionally led advertiser with a significant investment in DRTV, however media fragmentation was impacting the effectiveness of nib's communications, resulting in a reduction in call centre volumes, leads and sales. We needed to re-evaluate how to best engage with potential customers.

By identifying our most attractive audience based on policy type and length held from the current customer base, we focused our communications on what we refer to as the ‘Virgin Green’ audience.

This lead to our data lead ‘Better Risk’ strategy.

Built off a platform of understanding more about nib’s current customers, this included analysing multiple data points:

  • Deep audience behaviour
    • Media Consumption
    • Attitudes & Behaviours
    • Consumer receptivity to messaging based on dynamic creative tests
  • First-party data segmentation differentiating attractive customers who will be most profitable over the life of their policy, including:
    • Demographic skews
    • Interests
    • Attitudes & Behaviours
  • Conversion behaviour from previous and current activity
  • Reporting Dashboard giving a 360 degree view on all media spend, behaviour on the nib site (including all visitors and Prospects) and all conversions

However it was out bespoke digital M.T.A.S.S.O.T (Multi-Touch Attribution Single Source Of Truth) which allowed us to quantify the role that communication interactions play earlier in the consumer journey through multiple (5) attribution options.

The data visualisation allowed us to identify which digital channels, tactics & creative drove higher numbers of converting prospects.

Q4 FY16 secured 13% of sales despite holding 8% market share and saw:

  • “Virgin Green” sales up 9% YOY
  • New to category sales up 8%
  • Combined policies up 4%
  • Decreasing C.P.A. by 16%

FY17 results:

  • 41% growth in prospects site visits YOY
  • 32% increase in completed joins YOY
  • With a 9% decreased investment YOY