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0

increase in lead to sales rate

0

increase in premium value of acquired customers

0

increase in customer lifetime value

Challenge

Santam’s display advertising was working well from a quote/lead perspective but the channel was struggling to acquire new policyholders. Santam realised they needed a solution to drive greater profit from their Display advertising.

Solution

Santam and iProspect partnered with Google to develop a solution that would allow them to utilise actual sales data from their CRM inside of Google Ads for more sophisticated reporting, audience segmentation, and bidding across their Display Campaigns.

Result

Santam experienced a profound impact in Display performance. Not only did they manage to increase their lead to policy sale rate by 22%, but they have also witnessed a 32% increase in average premium value, and an 85% increase in the value of policies sold. These results has a positive impact on acquiring clients with a high customer lifetime value.

  • 22% - Increase in lead to sales rate
  • 32% - Increase in premium value of acquired customers
  • 85% - Increase in customer lifetime value

About the campaign

To understand the full customer journey and relationship between website leads and offline sales, iProspect integrated Santam’s CRM data with Google Analytics. This integration brought fulfilled offline sales data to Google Analytics and Google Ads on a daily basis.

Through a collaborative effort between Santam, Google & iProspect, we were able to leverage Santam’s offline data to drive business performance.

In light of these results, Santam will ensure that Display campaigns integrate with offline data and use this as a permanent part of their acquisition strategy.

iProspect South Africa

Connecting people with brands.  Using data to create personalised and connected experiences that deliver transformative business outcomes.   iProspect is a global, award-winning marketing agency that drives digital performance for many of South Africa’s largest brands. A trusted partner with an in-depth understanding of consumer behavior, iProspect reshapes brand strategies to meet the fast-paced demands of the convergent world with a focus on exceeding the client’s business objectives. iProspect delivers personal, adaptive and valuable digital experiences utilizing proprietary solutions; including: e-commerce, SEM, data & insights, social media and community management, performance display / video and affiliates.

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