SAS said that it will enable Swinton to create and automate timely and targeted campaigns to attract new and lapsed customers, supporting its aim to become a better retailer in the personal insurance market.
By improving understanding of customer behaviors, SAS’s analytics will reportedly help Swinton predict its likelihood to respond to specific marketing campaigns. Swinton will increase response rates by better targeting potential customers with the right offers, at the right time, said SAS.
Furthermore, the company will use SAS to evaluate the effectiveness of its entire direct marketing program, across direct mail, e-mail, web and SMS, to understand which channels are working best and where to make improvements. It is reported that SAS will enable Swinton to reallocate its marketing budget and resources to concentrate on channels that yield the best results.
Ian Manocha, managing director of SAS UK, said: The insurance market is changing. Customers are increasingly using the internet to search out insurance deals. This alongside the introduction of aggregators means more market attrition and a much higher level of competition. Swinton acknowledged these challenges and recognized that SAS can help it to focus on an analytical approach to targeting potential customers to become even more competitive.
