4X ROI Starts with the Right Data: A National Insurer’s Journey to a Smarter Measurement Platform

CUSTOMER CHALLENGE

In the highly regulated and competitive insurance industry, shifting consumer behaviors, evolving privacy policies, and fragmented media ecosystems have made it harder than ever to measure marketing performance accurately. A leading U.S. insurer recognized that traditional attribution methods were no longer sufficient—especially during high-impact, high-investment campaigns.

With data dispersed across internal systems, regional activations, and multiple digital platforms, the organization needed a more intelligent approach to unify, structure, and operationalize its marketing data. The goal: gain clarity on what drives performance, build a scalable measurement framework, and make faster, smarter decisions across the funnel—from brand to sales.

SOLUTION

The insurer partnered with Marketing Evolution to implement a custom-built data infrastructure that could ingest, clean, and harmonize their marketing data across all campaigns and channels in real time. Key initiatives included:

• Rebuilt Reporting Taxonomy: Redesigned marketing effectiveness metrics to reflect evolving business goals and omnichannel strategies—enabling faster, clearer insights across the organization.
• Enhanced Data Accuracy: Improved signal quality and decision-making by refining digital data inputs and integrating geographic granularity into core KPIs.
• Connected Local and National Data: Linked digital performance (search, social, display) to regional sales results—creating a unified view of impact across national branding and local activations.

The technical transformation included:

• 2.5 years of historical data revalidated
• 3 TB of new input data processed
• Over 2 billion rows ingested
• 8+ billion rows of attribution output generated
• Real-time access enabled through new API pipelines

Together, this data empowered the team to understand performance drivers more holistically and to optimize media and creative with greater precision—just in time for a major marketing activation.

INSIGHT: BIG GAME. BIG SCREEN. BIGGER RESULTS. 

Blending Celebrity Appeal with Core Messaging
For a major 2024 television event, the insurer launched a creative campaign blending humor and nostalgia to reintroduce a well-known brand promise. Designed as a multichannel moment, the campaign spanned teaser videos, social activations, and a national 60-second spot—aimed at capturing attention and driving engagement across age groups.

Creative Format Learnings
To maximize effectiveness and efficiency, the team tested multiple ad lengths and formats, leveraging real-time performance data to guide investment decisions:

• 30s and 60s spots performed equally well in driving brand and engagement metrics
• The 30s spot achieved 4X greater efficiency, driven by lower CPMs
• Despite less investment, the 30s ad delivered more value per dollar spent

These insights informed future planning and allowed the team to adjust in-flight for stronger ROI during one of the most expensive media windows of the year.

OUTCOMES

By modernizing its measurement infrastructure and deploying a unified data platform, the insurer was able to:

• Accelerate creative and media decision-making
• Align teams around consistent, actionable performance metrics
• Scale a flexible, AI-powered foundation for ongoing optimization and scenario planning

The result: a future-ready marketing strategy that delivered sharper insights, smarter spend, and stronger returns—starting with the most-watched advertising moment of the year.