Life Assurance Group
The project objectives were to:
- Review the marketing campaign process
- Develop a suitable marketing measurement system to track individual initiatives
- Develop a user guide to support campaign development and monitoring
The issues we faced initially were:
- No formal technology connections between marketing activity and customer response
- Different marketing & sales admin processes, obscuring links between spend & income
- Problems in extracting relevant information from systems
- Different customer references across the group - incomplete picture of client business
Working with staff and using existing processes, we introduced a measurement facility to track Marketing Return on Investment (MROI) and provided a supporting user guide. This has enabled:
- Clear view on marketing expenses - focus on value for money
- Ability to monitor performance of tests by customer segment and marketing approach
- Better insight into responding customers for future targeting purposes
- Closer engagement by marketers and sales staff because results are visible
- Basis for understanding true profitability of marketing activity
- Individual campaigns reviewed within context of overall marketing budget performance