90% of campaigns in uplift: validating data-driven marketing for a top UK travel & insurance group
+90%
Pilots in uplift
£1m+
Quarterly income at scale
Board
Investment unlocked
The challengeA top UK insurer needed to validate data-driven marketing at board level and establish ways of working to sustain it at scale.
Service lines
Marketing ActivationData Science & AnalyticsReporting & Measurement
The outcome90% of pilot campaigns showed uplift; £1m+ incremental quarterly income when scaled; board investment secured for full transformation.
Client Situation
- Our client was embarking on a data-driven transformation: a new single customer view, seamless integrations into channels, and insight-driven application through marketing teams.
- To sustain investment, it needed to demonstrate the revenue impact at Board level, and to establish the ways of working that would make the change stick.
Our Contribution
- Designed pilot use cases to validate the strategy, with a clear measurement framework agreed up front.
- Developed new campaigns across multiple divisions, customer journeys and channels, using LTV model-based segmentation.
- Supported the end-to-end process, from use-case validation, data build, activation, test and measurement, while improving data literacy and ways of working.
- Continued within the Cruise business: evolution strategy, operating model, hiring and upskilling.
Results
- Over 90% of pilot campaigns showed positive uplift, worth £1m+ in incremental quarterly income at scale.
- Board investment unlocked for transformation at scale.
- The Cruise business matured from single-channel marketing with legacy segmentation to a customer-data-led strategy with insight and advanced modelling at its core, enabled by new CRM and data planner roles, agile processes and cross-functional ways of working.
"
I have partnered with Loop to create our Marketing Strategy, design useful and practical frameworks for my team to use day to day and to enable us all to extract greater value from our database. We have shifted from a team predominantly focused on single channel marketing to one that now plans and considers omni-channel journeys using alternative data models that deliver greater engagement and ultimately greater sales and ROI.Cruise Marketing Director