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CASE STUDY
Finance ICICI Pru Life leveraged Google Marketing Platforms and ML model to increase sales by 22%
Client Background
Client Name: ICICI Prudential Life Insurance Company Limited
Client Domain: Life Insurance
Headquarters: Mumbai, India
About the Client: ICICI Prudential Life is a life insurance company in India. The company is engaged in the life insurance and asset management business. It is a leading Life insurance company amongst private life insurers in the country, with an array of products to match the different life stage requirements of customers and enable them to achieve their long-term financial goals.
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Challenge
Business Goal Drive digital marketing effectiveness across the funnel i.e. generate more qualified leads at lower costs and convert more at a higher value.
Approach to Solution
- Deployed & integrated full-stack i.e. Media (Google Ads, DV360) + Analytics360 + Cloud + CRM
- ML models for “Lead Propensity” and “Expected Lifetime Value” score for each online lead
- Real-time lead prioritization at the call-center
- Automated bidding campaigns to reach ‘Similar Audiences’ from users with predicted high value
Results
Higher lead generation
○ 32% incremental lead volume at 61% lower cost
- Improved session quality
○ 122% higher session duration
○ 21% higher pages/session
- Higher sales conversions
○ 18x higher ROAS from ‘high propensity’ audiences
○ 7x higher conversion from ‘high propensity’ leads
○ 22% overall incremental sales realized through prioritized call center operations
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