Customer Story
A major US online insurance provider struggled to track conversions across marketing efforts and understand user behavior during the application process. They needed data-driven insights to improve conversion rates and optimize marketing spend. Cymetrix partnered with them to leverage Mixpanel, Segment, and Google Tag Manager (GTM) for a comprehensive marketing analytics solution.
- Mixpanel
- GTM
- Segment
After a thorough discussion with our client, we determined that they were relying on disjointed data sources, hindering their ability to track user journeys and optimize marketing campaigns. They lacked insights into key application stages, resulting in missed opportunities to improve conversion rates and customer experience. Hence, they seek to improve their ability to measure conversions from various marketing platforms and gain a better understanding of user behavior at different stages of the insurance application and approval process.
To address these challenges, we implemented a comprehensive marketing analytics strategy:
- Stakeholder Communication: We engaged with the marketing and product teams to understand their KPIs, aligning our approach with the client's goals.
- Data Design Framework: Then our team devised a data plan with events to capture comprehensive data points, ensuring valuable insights across the application and approval process.
- Mixpanel Integration with GTM: We seamlessly integrated Mixpanel with the client's digital assets using GTM, minimizing the need for extensive engineering involvement.
- Funnels and Reports: Lastly, our team built conversion funnels in Mixpanel to identify drop-off points and generated detailed reports for data-driven decisions on marketing campaign conversions
This data-driven approach empowered the client with significant benefits:
- Unveiling the User Journey: We provided a comprehensive understanding of user behavior throughout the insurance application process. This allowed informed decision-making on user experience improvements and marketing campaign optimization.
- Conversion Optimization: By identifying bottlenecks and implementing targeted optimizations, we facilitated a significant increase in their overall conversion rates.
- Cost-Effective Efficiency: GTM facilitated a smooth integration process, reducing reliance on engineering resources and accelerating the time to insights.
- Data-Driven Decisions: Detailed reports equipped the client to make data-driven decisions on marketing strategies, resource allocation, and maximizing their return on investment (ROI).
Is your marketing data failing to tell the whole story? Contact us today to learn how our expertise in Marketing Analytics can help transform your marketing efforts, and just like this Insurance provider, we will make sure you find the marketing success you’re looking for!
Other Transformations Executed
About Cymetrix Software
Cymetrix is a Marketing Analytics Company and a strategic Salesforce Partner. We have been empowering businesses globally with offices in San Francisco & New York (USA), Mumbai (India), and Reading(UK). We have talented and certified, technical and functional consultants on the complete Salesforce range of products.
