United Kingdom | ) | ) Insights Aviva: Data Integration & Organisational Restructuring A 300-year-old global financial services company rooted in heritage delivers phenomenal results by becoming agile and customer-led 0 open rate on email in response to Hurricane Maria, with an overall campaign turnaround reduced from three weeks to an average of four days 0 cost per acquisition reduction for search 0 average increase in open rate on emails compared to previous year Play video inline Challenge With consumers becoming increasingly immune to the noise of standard marketing communication, 16 million customers in the UK and heritage of growth through acquisition, Aviva recognised they needed to focus reform on three things: its legacy of inherited disparate data sets, a disconnected marketing technology stack and restructuring a siloed organisation. To remain relevant in the new world, Aviva had to completely shift focus from products to customers. In order to speak to individual customers, Aviva needed all its data in one place, to rethink their approach to marketing. It was time to implement a People-Based Marketing model. Solution To make this bold and brave transition, Aviva partnered with Merkle to shift its marketing approach, moving away from traditional product-led marketing strategies to customer-centric communications. Aviva chose the Adobe Marketing Cloud to enable this new strategy By linking these technologies together information, insights and audiences could be shared and, for the first time, anonymous online data brought together with rich CRM data to drive personalisation. It wasn’t enough to simply implement the tech, Aviva needed to take a leap of faith and re-structure their entire way of working. So, with Merkle’s help, Aviva took the bold move to completely reorganise a strong marketing department into multi-functional teams, making it a truly agile environment. Using the data, technology and organisational approach change, Aviva has determined not what product to sell, but what is right for the customer. Results 49% open rate on email in response to Hurricane Maria, with an overall campaign turnaround reduced from three weeks to an average of four days. -70% cost per acquisition reduction for search. Through using a DMP to drive results, there has also been a 400% increase in sales through display with a 40% reduction in CTA. +32% average increase in open rate on emails compared to 2016, with an average 3x response rate over the same span. 50% of outbound emails that are now automated by recognising behavioural rather than product triggers. +494% increase in cross-sell quotes as more personalised journeys have been rolled out, with the figure set to increase. Merkle Merkle is a global data-driven performance marketing agency that specialises in the delivery of unique, personalised digital customer experiences. Its strengths in performance media, customer experience, customer relationship management, loyalty and enterprise marketing technology drive improved people-based marketing results and competitive advantage. Top clients include Dell, Target, Visa, Sanofi, AT&T, Warner Bros., HBO and GEICO. Find out more Next Enabling a data-driven decisioning culture for Tesco Mobi... Tesco Mobile approached us looking for a Business Intelligence (BI) solution that was engaging and that could be delivered in a short turnaround to steer their decisions. Read more Case Study: NOW TV Ireland embraces Adobe Campaign NOW TV Ireland was established 4 years ago, but due to its size, had always leveraged the UK’s Adobe Campaign resources. Thanks to recent growth (helped by Game of Thrones success) they decided ... Read more Policies Privacy Notice Cookie Notice Modern Slavery Statement Group Tax Strategy Gender Pay Gap Report Responsible Disclosure Contact Sitemap Connect Visit us on Instagram Visit us on Facebook Visit us on LinkedIn Visit us on Twitter Visit us on YouTube We use cookies to give you the best online experience. By using our website you agree to our use of cookies in accordance with our cookie policy. OK