ForMotiv engaged with a Top-5 P&C Carrier to improve the efficiency and incremental uplift of their remarketing campaigns. Using ForMotiv, they were able to segment users by buying propensity, personalize messaging, and align ad spending to their predicted likelihood of purchase. Their data science team had previously built an in-house lead scoring model for their marketing automation flows but found that traditional marketing analytics data lacked the robustness needed to properly train and tune their predictive models.
Using ForMotiv, the client was looking to accomplish 3 goals:
- Predict how likely an applicant was to purchase after receiving a quote
- Leverage behavioral data to craft the appropriate follow-up messaging
- Create more targeted ad campaigns leveraging ForMotiv data
