Ford
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.
