Irina Pessin

Impact Of Marketing On Customer LTV In Health Insurance

2 Comments / Case Studies

Challenge A leading health insurance provider in the US was looking to understand the effectiveness of their marketing activities across products, sales channels and DMAs, for a highly seasonal product. They also wanted to understand the difference in effectiveness of allocating spend to their own brand versus partner marketing. Analysis of marketing’s long-term impact on […]

Impact Of Marketing On Customer LTV In Health Insurance Read More »

Marketscience x Marketing Week: a guide to a more rigorous approach to Marketing Mix Modeling (MMM)

2 Comments / Blog

As the first piece of research to be published in Marketing Week Marketer’s Manual, Marketscience provides a strong point of view around the pitfalls of today’s marketing mix modeling techniques and puts forward a new, more rigorous approach. Pitfalls of today’s MMM approaches A misattribution issue: In attempting to reflect a consumer’s path to purchase,

Marketscience x Marketing Week: a guide to a more rigorous approach to Marketing Mix Modeling (MMM) Read More »

Measuring Brand Equity For A Car Insurance Provider

Leave a Comment / Case Studies

Brand Equity Proves Highly Effective in Driving Insurance Quotes   Challenge Following its recent acquisition, this mid-size auto insurance firm was under pressure from shareholders and the board to deliver an analytically-grounded case to continue significant marketing investment behind the brand. Thanks to a marketing mix model developed internally by their analytics team, the client

Measuring Brand Equity For A Car Insurance Provider Read More »

Scroll to Top