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Session Description:
Starting from knowing nothing about an
insurance consumer, how do you find the
types of people that have a propensity
to buy the products?
Or, even if you know which ones buy
insurance products from you, how do find
the consumer groups that are buying like
type insurance products, but just not
from you? Could they be good expansion
targets?
This session will first discuss how to
“get started” with finding the insurance
target then dives deeper to involve
metrics around the cross-sell wallet and
sizing opportunity. Selected actual
findings in Claritas’ latest insurance
primary research study of 35,000
consumers respondents will be presented,
sliced by life stage segments.
Secondly, other perspectives are folded
in to help the researcher understand
indirect competitive threats that can
affect even the best laid promotion
designed to increase market share.
Execution in the direct mail and media
world across mail, email, TV, radio,
print, outdoor, or Internet can make or
break success. Selected actual findings
from Mintel’s Comperemedia and Nielsen
Media Research will be included.
Join us as we walk through a case study
discussion including data and techniques
designed to help you take targeted
marketing to a new level.
This program is appropriate for senior
financial executives with responsibility
for Insurance Sales and Marketing,
Retail Banking,
Market Research and Strategy Groups.
About Candace Thornton:
Candace Thornton is Assistant Vice
President of Practice Management for the
Claritas Financial Services Group. Her
responsibilities include: developing and
sharing cross-sell, acquisition and
retention best practice marketing
strategies with Claritas’ clients and
account teams; and working closely with
Claritas' product managers to ensure
Claritas’ current and future insurance
products contain content that is
relevant and useful for the insurance
industry.
Mrs. Thornton serves as an active Board
member of the Society of Insurance
Research (SIR), having held various
positions including President. Besides
SIR, Ms. Thornton holds association
memberships with the Direct Marketing
Association (DMA), American Marketing
Association (AMA), Bank Administration
Institute (BAI), and the Mutual Fund
Education Alliance (MFEA).
About Claritas:
Claritas, a Nielsen Company,
is regarded as the leading provider of
intelligent marketing information and
target marketing services aimed at
reducing the cost of customer
acquisition and growing customer value.
Products include marketing databases,
industry leading consumer segmentation
systems, consulting services and
software applications for site analysis,
advertising sales and customer
targeting. Claritas has offices in
Arlington, VA; Atlanta, GA; Chicago, IL;
Ithaca, NY; New York, NY; San Diego, CA,
and Wilton, CT.
The Nielsen Company is a global
information and media company with
leading market positions and recognized
brands in marketing information (ACNielsen),
media information (Nielsen Media
Research), trade shows and business
publications (Billboard, The Hollywood
Reporter, Adweek). The privately held
company is active in more than 100
countries, with headquarters in Haarlem,
the Netherlands, and New York, USA.
www.claritas.com
www.nielsen.com
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