Insurance and telecommunications companies were faced with the challenge of improving the customer journey when selling products that require explanation online. It was necessary to analyse various touchpoints in relation to the conclusion of contracts and to evaluate the effectiveness of individual channels.
HMS carried out comprehensive data analyses using Google Analytics to compare the different touchpoints in terms of their impact on contract conclusions. After data preparation, where missing values were handled and outliers were identified, data scientists analysed the influence of parameters such as "initial touchpoint", "number of visits" and "days between first visit and application" on sales success. HMS also examined the sustainability of various methods and the possibility of alternative models.
The insights gained enable the company's marketing department to optimise budget allocation to individual channels. By analysing the relevant parameters, budgets can be allocated more efficiently and optimised with regard to key figures such as cost-per-contact. This contributes to an improved customer journey and increased sales success.
