Case Study: How OptiMine Helped an Agency Partner Deliver a 14% Lift in Conversions to Their Client
01/27/2022
Industry:
Insurance
Client:
Publicis and the leading U.S. insurer in the supplemental health plan market.
Background:
The Publicis agency Spark Foundry leveraged its partnership with OptiMine to deploy advanced marketing measurement and optimization solutions to a large U.S. supplemental health insurer. The brand’s goal was to cost-effectively grow both B2B and B2C lead generation and new member acquisition using more intelligent digital marketing investments. Spark Foundry needed a partner to support their account team in pursuit of performance lift.
Challenge:
The agency faced two challenges: growing acquisitions while maintaining cost efficiency; building a white label solution for the brand to grow the client relationship and agency revenues.
OptiMine delivered on both fronts, and was uniquely positioned to serve and support Spark Foundry directly as they delivered for their client.
Solution:
Critical to the client solution was the need to measure upper funnel awareness-oriented media’s impacts on lower funnel direct response campaigns. The brand needed proof that these investments were generating lift, and what their true ROI was.
OptiMine provided detailed campaign performance measures to identify the total contributions of digital campaigns on conversions across the entire spectrum: digital, mobile, call center and channel agents. This ensured Spark Foundry was receiving full credit for the total impacts and ROI of each campaign.
Spark Foundry performed all professional services for data onboarding, measurement solution delivery and strategy consulting, while OptiMine provided insights, reporting and data directly to the account team in a support role.
Results:
OptiMine’s analytics uncovered a fascinating relationship in the measurement data: prospective buyers were confused about state-by-state ACA provisions and healthcare exchanges and upper funnel ads served an educational purpose that then lifted lower funnel conversions. Upper funnel display, video and even non-brand search campaigns were lifting lower funnel brand search performance.
Armed with the insights from OptiMine’s models, Spark Foundry worked with the brand to address this market situation, and adjusted spend mix and upper funnel content to drive more leads in the brand’s funnel.
Success was seen across digital campaigns by an overall increase in conversions (+14.05%) for only a minimal incremental investment (+4.91%). This positive result also saw the corresponding cost per lead decrease (-8.01%).
OptiMine Agency Partner Program Delivers:
- Grow Your Revenues – Convince skeptical clients (with data) to invest more intelligently, and grow your professional services revenues in the process.
- Deepen Client Relationships – Leverage OptiMine’s insights and scenario planning tools to become a true thought-partner, and an indispensable part of your clients’ budgeting process.
- Access OptiMine’s World-Class Analytics & Exclusive Benefits – Secure partner-only pricing for your clients, while OptiMine delivers training & support to your accounts teams for unparalleled solution delivery.
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About OptiMine
Partner with OptiMine to deliver fast, actionable marketing measurement and optimization to your clients. OptiMine supports and faces you— our partner— as you manage a world-class marketing measurement and optimization solution. Our granular data insights provide you with the guidance needed to deliver detailed and frequent plan optimizations across all media channels.