The need for a solution that could quickly and efficiently provide hidden insights into the success of its marketing efforts was critical for the provider to meet its enrollment targets and ensure the company’s success.
In this case study, we examine how the provider utilized managed data warehousing to monitor brand interest and advertising metrics. These insights helped drive efficient lead generation and enrollment success within the tight deadline.
The Insurance Provider
Operating in the southeastern region of the U.S., this insurance provider’s goal is to be the leading Medicare Advantage plan provider. They are focused on improving the health and well-being of their communities through personalized service, quality, and enhanced care experiences.
With a target audience of those 65+, they employed a multi-channel integrated marketing strategy that included:
- Broadcast Television
- Broadcast Radio
- Streaming Radio
- Out-of-Home (OOH)
- YouTube
- Display / Banner
- Paid Search
Short Recruitment Time Challenge
The annual enrollment period (AEP) for Medicare Advantage plans is the metaphorical Super Bowl for marketing and advertising. With a finite time to reach, influence, and close as many new members as possible, Medicare marketers and their digital marketing agencies need to monitor brand interest and advertising metrics quickly and in real-time.
With multiple advertising and marketing channels that involved large amounts of data from multiple sources, there was a critical need to simplify data management to uncover business intelligence (BI) and improve marketing performance. Challenges included:
- Connect 22 data sources and harmonize the data into a single platform.
- Data was stored in different systems and formats, making it challenging to access and analyze.
- The company faced challenges in generating reports and insights from the data.
- Data governance was poor, leading to data quality issues and inconsistency.
- The company lacked a centralized platform to store, manage, and analyze data.
The Solution – Managed Data Warehousing & Real-Time Data Analysis Visualization
- Managed Data Warehousing
A full-service Extract, Transform, and Load (ETL) service that extracted data from 22 data sources, transformed it into harmonized data sets, and then automatically loaded it into a commercially accessible data storage platform. This included:- Process implementation to harmonize data from different sources into a single platform.
- Data transformation into a standard format to ensure data consistency and quality.
- Data governance framework to ensure data quality, security, and compliance.
- Real-Time Data Analysis Visualization
With simplified dashboards crafted for campaign stakeholders — sales and marketing — that uncovered rich insights about brand and direct response advertising activities. Most importantly, providing year-over-year comparisons to help identify optimization opportunities and project plan enrollment performance. Benefits included:- Immediate insights into data patterns and trends, allowing for quick decision making based on the most recent information.
- Clear and accessible view of data, increasing transparency and accountability.
- Elimination of the need for manual data analysis, saving time and reducing the risk of human error.
- Quick identification of opportunities, leading to increased productivity.
- Clear information to inform optimizations of advertising campaigns and improve performance.
- Quick adjustments to channels and ad formats based on performance to improve efficiency and maximize return on investment (ROI).
The Results – Uncovered Hidden Insights Through Data Analysis
Intelligently designed dashboards fed by real-time marketing and advertising data provided insights that allowed the Medicare Advantage provider and us to achieve mid-campaign optimization successes, including:
- 45% Reduction in Cost-per-Mille (CPM)
Meta ads prospecting - 3% Increase in Form Submissions
Through development of a campaign micro-site - 1% Decrease in Bounce Rate
Through programmatic display landing page optimizations - 32% Decrease in Cost-per-Conversion (CPC)
Cost-per-Acquisition (CPA-Google Ads) - 96% Increase Direct Sales Prospects
Results over entire campaign period
Conclusion – Data-Informed Decisions Drive Growth
The implementation of a managed data warehousing and data visualization solution proved to be an incredibly successful project. It provided a centralized platform for data storage, management, and analysis, and improved data quality, security, and compliance. The harmonization of data from 22 sources into a single platform enabled the company to make data-informed business decisions and drive growth.
Whether you’re looking to streamline your data management processes, improve marketing performance, or need a trusted partner to handle your data, our team is here to help. Schedule a free consultation to learn how.
Blog Last Updated on 1 year by New Path Digital
