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Allianz

The meticulous integration of online/offline

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INDUSTRY

Insurance

SERVICES

Google Marketing Platform

WEBSITE

www.allianz.it

Goals

Allianz approached Webranking to obtain accurate ROI analyses and to construct a business intelligence platform that integrated offline CRM data with web analysis data.

Increasing the accuracy of CRM and digital marketing data collection

Obtaining accurate ROI analyses

Uniquely identifying online quote requests with policies sold in agencies and within internal training systems

Increasing the accuracy of CRM and digital marketing data collection

Approach

Webranking recommended Google Analytics 360 as the ideal Big Data collection platform for exporting data through APIs, for collecting accurate and unique data and for targeting users.
In particular, the Digital Measurement strategy implemented by Webranking made it possible to meet business needs such as:

  • Maximum accuracy about the number of Allianz1 and Fastquote leads
  • Categorizing traffic between sites in the network
  • Extremely detailed information about traffic sources (advertising and natural)

Results

Having set up Google Marketing Platform’s Analytics 360 across the entire network of sites meant we were able to summarize information and integrate online with offline data.

We were able to uniquely identify quote requests so as to associate online quotes with policies sold in agencies and with data from internal training systems, interlinking a series of 9 different variables, including Date of Birth, Profession, and Province of Residence, in order to generate a unique code even in the absence of a registration.

What’s more, we were able to calculate the campaigns’ actual returns on investment thanks to precise tracking of internal CRM and Web Analytics data, thus reducing data deviation from 33% to 5%.

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