We started off with analyzing the current portfolio of Verzekeruzelf.nl. To get insights in the most loyal and profitable segments, the consumers that positively contribute to a healthy portfolio. Hereby we take into account the characteristics of the product, such as the type of insurance contract and the object insured. Besides we look at the characteristics of loyal policyholders such as their age and demographics. Based on these lifetime predictions we found the most valuable segments and their volumes.
Attract the most valuable segments
Now we now know which consumer segments are of high value to Verzekeruzelf.nl, they pro-actively steer their marketing activities on attracting these segments. As we already took into account the ‘variables’ which can be targeted on in for example Google Ads and Facebook they now are targeting their campaigns in a data-driven way. So ads are only shown to consumers that could have an interest in Verzekeruzelf.nl.