Understanding the KPI of Cost Per Lead — Adamid approached a data partner to build a model around propensity to purchase health insurance during OEP.
Utilizing data around a variety of new purchasers from prior years we were able to score and rank users via a multivariate analysis then score them amongst a US based database in order to only purchase likely candidates for insurance products.
Working with Health Net we were able to define the goal to convert as many of these individuals as possible to new members. This included an Omnichannel campaign involving Direct Mail – Social Advertising – Display Advertising – Email Marketing.
By accessing potential members through multiple touch points we were able to stay in front of them when they were making one of life’s most important decisions.