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Health Insurance Company Boosts Email Campaigns with Alteryx
Technology Category
- Application Infrastructure & Middleware - Database Management & Storage
- Infrastructure as a Service (IaaS) - Cloud Databases
Applicable Industries
- Equipment & Machinery
- Telecommunications
Applicable Functions
- Sales & Marketing
- Warehouse & Inventory Management
Use Cases
- Picking, Sorting & Positioning
- Usage-Based Insurance
The Challenge
The Medicare Marketing department at an American health insurance company was facing a significant challenge due to the lack of a data solution for pulling and outputting non-mandated marketing campaign data, particularly for email campaigns to existing Medicare members. The company had no CRM tool or database, and the data source systems operated in silos, making it difficult to access and consolidate data for campaign creation. The company was primarily focused on acquisition efforts, with no retention efforts in place. The goal was to start promoting electronic communications as a cost-saving initiative and to begin dialoguing with members outside of the CMS mandated materials. The department was tasked with collecting data from these communications to give to vendors for message delivery and trend reporting.
About The Customer
The customer in this case study is an American health insurance company's Medicare Marketing department. The department was primarily focused on acquisition efforts and had no retention efforts in place. They were tasked with promoting electronic communications as a cost-saving initiative and to begin dialoguing with members outside of the CMS mandated materials. The department was also responsible for collecting data from these communications to give to vendors for message delivery and trend reporting. The goal was to start collecting member email addresses and opt-in preferences to be used in future communications.
The Solution
The company adopted Alteryx Designer to handle the data lifting. Alteryx Designer was used to pull in three pipe delimited files on the network, clean and output them as three Alteryx files. These files were then used as the source data for all campaign processing and reporting. For the actual campaign, several workflows were built off one standard template which reads from the three main files. Other Ad-Hoc Excel and text files, based on the campaign channels and data requirements, were brought into Alteryx as needed. In-DB tools were used to connect to the enterprise data warehouse in Teradata for data on campaigns where members were targeted for preventative care reminders or prescription refill reminders. A daily workflow was run that sent an email with attached outputs to review the daily audit reports, ensuring timely uncovering of any data issues for the daily mandated campaigns.
Operational Impact
Quantitative Benefit
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