May 08, 2019

AIP IS A CRITICAL COMPONENT IN ENSURING LONG-TERM SUCCESS FOR THE ZEBRA

RESULTS

60%

Increase in car insurance quotes year-over-year,

with 30% increase in spend

35%

Increase in car insurance quote quarter-over-quarter,

with 67% increase in spend


"Our partnership with SocialCode
and the addition of their Audience Intelligence Platform has significantly improved performance for our Paid Social channel. By utilizing this tool, we are able to learn more about the consumers who visit our site and turn those findings into highly effective digital marketing strategies."



– Kristen Voglewede, Senior Manager,
 Digital Media at The Zebra

Generate car insurance quotes and scale spend.

OBJECTIVE

STRATEGY

When users tap into an online comparison site to buy insurance quotes, they’re directed to another web page to complete their purchase and this presents a challenge for marketers in knowing how and where to reach the right audiences. The nation’s leading insurance search engine, The Zebra, needed a way to close this gap and reach new prospecting audiences with more speed, and SocialCode’s Audience Intelligence Platform (AIP) had the transformative tools to do so. To ensure the new prospects would be likely to convert, 3-5% lookalike seeds were created in AIP from related or over-indexed segments such as gas/retail card holders, purchases online, intend to purchase vehicles, and more. Using AIP, we then overlaid these segments with audiences that have a high propensity to purchase online in order to further qualify these custom seeds. Ultimately, this approach and the results it drove lead The Zebra to use AIP as a central part of their marketing strategy, ensuring long-term success through the continued implementation of custom audiences.

Use learnings from prospecting campaigns to drive qualified leads and leverage audience tools in areas where conversion rates are moving slowly.


Learnings