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CASE STUDY
Global Insurer Revises Marketing Playbook Based on Effectiveness of Media and Sponsorship Investments
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Marketing
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Marketing Mix
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Insurance
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Challenge: Understanding Which Media Channels Were Tied to Brand Equity & Growth
One of the world’s largest insurers wanted to understand the impact of media and sponsorships across its portfolio of property and casualty, health, and life insurance products. With investments spread across direct and agent channels, and outcomes tied to brand equity, new policies, churn, and recommendations, the challenge was to identify which levers truly delivered value in a crowded and shifting marketplace.
Insight: Advanced Marketing Mix Modeling Isolated Individual Media Strategies' Impacts
We designed a comprehensive measurement approach that followed the full customer journey, from brand awareness to policy purchase. Sponsorships across major sporting events were measured alongside digital, offline, and agent-led activity. The analysis incorporated external influences such as market conditions, economic cycles, and competitive activity. By controlling for these factors, the insurer gained an accurate view of how media and sponsorships performed. The results revealed the balance between brand-building activity and tactics that delivered direct sales growth.
Results: MMM Provided Clear Insights Into Where To Invest Spend Across Channels
The insurer used these insights to refine its marketing playbook. Spending was concentrated on the highest-performing channels, sponsorships were prioritized for their proven contribution, and investment decisions became grounded in evidence rather than assumptions. The result was sharper focus, stronger outcomes, and a healthier bottom line.
