EMB offer marketing analytics consultancy advice tailored to the needs of non-life insurers. We assist our clients in applying leading-edge statistical analysis techniques to understand the drivers of their customers’ behaviour and profitability, aligning marketing strategy and tactics with financial performance objectives and providing a sound analytical underpin for creative marketing activities.
EMB assist our clients with marketing issues spanning the entire customer lifecycle, from prospect identification, lead generation and customer acquisition, through customer servicing and communications strategies, to cross-sales optimisation and retention management:
• identifying customer segments and their likely profitability
• optimising the use of multiple lead generation media
• campaign targeting of the highest-value prospects
• event-based communications and targeting
• price optimisation of conversion and retention
• optimising profit uplift from cross-sales activities
• prioritising retention programmes based on customer value
• identifying non-price influences on customer lapse
• ROMI measurement, and campaign economic business case
EMB marketing analytics can help to ensure the full integration of pricing and marketing activities in line with strategic profit objectives, enabling the price and non-price drivers of customer profitability to be managed holistically. It can leverage the value of the customer data delivered by CRM software, bridging the analysis “gap” which exists in some marketing functions, and provide a measurability framework around marketing activities and investment.
EMB pride ourselves on delivering creative, appropriate, easy-to-understand and implement, marketing solutions to our clients. Our customer analysis approaches make use of EMB’s recognised insurance data analysis techniques and software, including EMBLEM, but also additional specialist software such as Salford Systems’ CART, and novel hybrid analysis techniques developed to provide the best understanding of insurance customer behaviours. EMB possess a deep understanding of insurance products and processes, customers and markets, and so our marketing analysis solutions can address the specific needs on the non-life insurance clients.
EMB endorse a truly collaborative working approach, complementing and enhancing our clients’ internal analytics capabilities, working alongside insurance marketers and talking their language. EMB marketing analytics consultancy adheres to the core EMB principle of full knowledge transfer. All of our staff have significant commercial experience in applying actuarial and statistical techniques to marketing-related problems. A key EMB strategic partner, The Quantium Group, is the only actuarial company in Australasia which specialises in the marketing analytics field.
For more information on EMB Marketing Analytics please contact Stephen Jones or Peter Lee.
