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Gerber Life refines its media mix using DoubleClick Campaign Manager
Technology Category
- Analytics & Modeling - Predictive Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
Services
- Data Science Services
The Challenge
Gerber Life Insurance, a subsidiary of Nestlé, wanted to gain better insight into the relative performance of different marketing channels throughout the customer journey. They understood the last-click attribution of display in policy generation, but they wanted to better understand the overall role display played in the conversion funnel for all marketing channels. They also knew that potential customers who were viewing their ads were likely visiting the website on direct, organic or paid search channels. However, they didn’t have a way to explicitly see and measure such use cases. Because of that inability to measure the post-view impact of display on other channels, they were unable to measure their investment in that channel in an informed manner.
About The Customer
Gerber Life Insurance is a subsidiary of Nestlé and a B2C provider of insurance policies. Established in 1967, the company has a long history of providing insurance services to its customers. The company operates in the United States and is part of the larger Nestlé group, a multinational food and beverage conglomerate. Gerber Life Insurance is focused on understanding the performance of its marketing channels during the customer journey and aims to grow its overall conversion rate. The company is committed to leveraging technology to gain insights into its marketing activities and make informed decisions about its media mix.
The Solution
Gerber Life decided to integrate Google Analytics 360 and DoubleClick Campaign Manager in order to gain a holistic view of the company’s digital marketing activities. This integration provided an additional set of reports in their Google Analytics 360 account, such as multi-channel funnel reporting, attribution modelling and an updated set of traffic sources reports. Because driving top-of-the-funnel consideration is important to them as they grow their brand, they created a custom attribution model in Google Analytics 360 that gives most weight to the first and assist view and click touches. They felt that a model that gave more weight to early touches best resonated with their aggressive growth targets for this year. This approach enabled a more accurate view of display performance.
Operational Impact
Quantitative Benefit
