Closing the Loop Between Online

and Offline Conversions

• Assurant (AIZ) -- $25 billion in assets; $7 billion in annual revenue; 12,000 employees

• Assurant Health – In Business since 1892

o Individual Medicalo Small Groupo Short Term Medical o Student Medical Insuranceo HSA’s

– Sold via o 200,000 local agents o National Accountso Direct to Consumer Channel

Company Background

Situational Background

Short Term Medical Insurance• Sold Online and via Phone Customer Advisors• The Issue: Determining the Allowable• The Debate: Paid Search generates phone

activity – but difficult to quantify -- until

Cross-Conversions: From Anecdotal to ProofTest Scenario

• Sept. 2004 – Launch Test -- Direct Marketing of Individual Medical

Insurance

• Issue – Overlapping keyword phrases: STM vs. IM

• Plan – Pause overlapping STM Paid Search campaign for 1-

Month -- 85% of anticipated online sales

Cross-Conversions: The ProofResults As expected -- STM Online sales declined Less expected -- STM calls dropped approx. 60%

Action Taken Planned 30 day pause in STM Paid Search

campaign – cancelled after 10 days

Implications for Current InitiativesIndividual Medical Paid Search Campaign• Previously

– Optimization done on limited data set – online apps only– CPA calculated using an attribution of all phone-based apps

• Solution: Keyword Level Phone Tracking – Created 207 Unique Marketing Event IDs/target urls/phone

numbers = 80% of Paid Search Volume– Whether the sale occurs online or via phone – unique event ID

attributes the app to a specific marketing event

• Results: – More comprehensive CPA and ROI tracking – Enhanced campaign optimization

TIPSStart Somewhere – You Don’t Need the Complete Solution

Make tracking/buy-management as granular as you can

Specific Ideas in Declining Order of Impact: 1. Assign unique 800#’s to top performing keywords, by

engine, and code your site to maintain this throughout all user sessions; or try one of the new call tracking solutions – caution, these won’t fit everyone

2. Create Buckets -- Assign unique 800#’s to keyword groups within each engine

3. Track by Engine -- Setup unique landing pages corresponding to unique 800#’s per engine

Final Advice

Adopt Testing as a Way of Life Test Call Tracking via internal setup, or via call track

vendors

Test Pay Per Call Advertising

Media is Evolving – Evolve with it or Be Left Behind