Sara Assicurazioni is an Italian insurance company and corporate group. Founded in 1946 as an Automotive Risk Insurance Company, it is the official insurer of the Automobile Club of Italy.
In the face of digital and TV investments, a critical issue was the difficulty in reconciling customer paths and experiences on the various digital and traditional channels, if not in a fragmented or incomplete way.
Data Management for Omnichannel is the solution that has been used to make a more precise attribution for both online and offline campaigns. In particular, for the Guido bene TV campaign, peaks of users during commercials were detected and isolated, then unique encrypted elements were identified to follow their actions in the following weeks both online and offline, and with a precise-to-the-second crossover between offline campaigns and purchases on the site. For the 2021 Giro d’Italia, moreover, an attribution of the issuing of policies was carried out, divided in a granular way by contact acquisition channel, customer journey and purchase channel.
Results
As a result, Sara gained granular control over each touch-point and a precise attribution model, to support marketing for investment tracking, CRM and building increasingly timely relationships with the customer.
