Though data analysis and targeting customers isn’t anything new, it does have requirements to make it work.
As useful as big data may be for marketing your insurance business, actually using it to its best advantage can feel like quite the mystery and many agents and agencies can feel overwhelmed.
A recent survey has indicated that many insurance marketers are not managing their data for optimal growth potential.
This isn’t just a problem that is exclusive to insurance industry. The Direct Marketing Association (DMA) and Neolane conducted a survey and discovered that 60 percent of the participants either don’t have or aren’t sure if they have a strategy that is designed to specifically to handle the challenges that are faced by their organizations. As big data is a concept that is still relatively new, many aren’t even exactly sure to what it refers, so they are unable to wrap a strategy around it.
When it all comes down to it, an insurance marketing strategy using big data is focused on the customer.
Big data examines the way that customers behave in relation to the business. With effective analysis, this information can be applied to make insurance marketing decisions that will generate more effective and profitable customer engagement and relationships. It is especially helpful within this industry because insurers have so many different products to offer – from home insurance to health plans, and from travel insurance to life policies.
_________________________Random Quotes to Remember ~ "Positive thinking will let you do everything better than negative thinking will." by Zig Ziglar
This can mean that the relationships that you have with each of your customers can vary quite dramatically. But even if you’re convinced that you should be using big data for your insurance marketing, it doesn’t necessarily mean that you know how to do it. Use the following steps to get you started:
To begin, you need to know that to use big data, you don’t need to be an insurance marketing expert. However, it does mean that you’ll need to implement a few techniques to obtain some useful information from your customers. This will provide you with something to analyze in the future. This can mean that you run the occasional customer satisfaction survey, that you collect feedback, or even that you use an app or website that gleans behavior data about its use from visitors.
Make sure to measure and analyze the data to be sure that you understand the way that it applies to your marketing. Change your marketing strategy in order to better suit your findings and cater to what your customers have said that they want, like, and expect. Don’t forget to measure the success of your campaigns so that you can see the difference that your efforts have made.