Database Marketing

Ford Motor Credit Insurance was acting as an insurance agent/broker to sell auto insurance to Ford owners using multiple underwriters.

OBJECTIVE: Increase response from the various Ford databases while reducing cost to improve program profitability.

STRATEGY: Develop new statistical models against the databases and perform extensive testing of creative against customer segments.

RESULTS: Increased response and reduced CPA with tightly matched creative and audience segments; a fully digital creative with specific car imagery and savings message set a new benchmark.

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