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Case Studies
Healthcare Insurance
Taking a Long Look at New Mover Data Leads to a Rise in Vendor Performance
Opportunity
A healthcare insurance company wanted to expand their acquisition program to include a new market segment. Based on the client’s goals and audience, IWCO saw an opportunity to leverage our New Mover data and strategy to maximize response and campaign ROI.
THE GOAL:
IWCO’s focus was on identifying the best New Mover data sources to drive the performance of the client’s New Mover program.
Solution
IWCO’s solution allows marketers to target households during a transition period when brand loyalty is flexible and spending is higher than usual (on average over $9,000 on goods and services).
This approach included:
- Testing competitive data sources to identify which provide the best coverage and move date accuracy
- Testing different New Mover format and messaging strategies to optimize results
Results
IWCO’s proprietary new mover data provided the lowest latency / most accurate move date information in the industry. There is a strong correlation between the recency of the move and direct mail response. If the move date information is off by even a month it will negatively impact performance. IWCO’s move date information is at least 28% more accurate than the closest competitive data source. The client had this to say about the partnership:
“We came to our strategic partner IWCO with our goals of growing both our enrollments and reducing our cost of acquisition. IWCO’s data analytics team delivered… above and beyond!”
– Director of Marketing
IMPACT
Ultimately, IWCO’s partnership delivered significant performance gains for the client’s New Mover program:
IWCO’s New Mover data delivered an expanded addressable universe and reduced the client’s New Mover program cost of acquisition by over 20%.
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