Case History For ABSA Instant Life SMS Lead Generation Campaing

Case History

Setting the Gold Standard in Digital Advertising

How Absa Instant Life used the Bastion & Flowe Digital Command Centre to improve their Life insurance lead generation SMS campaigns opt-in rate.

  • Campaign Objective:

    Generate opt-in leads for client’s Life Insurance sales call center.

  • Campaign Goal:

    Conversion

  • Key Performance Indicator (KPI):

    Cost Per Person Conversion 
    (Total budget spent divided by the total number of positive responses)

  • Audiences:

    Customer with an affinity for Life Insurance
    Monthly Income: R10 000
    Age: 18 - 50

  • Channels:

    SMS

The Result

Machine learning propensity models created a lift of over 30% in the opt-in rate over 5 iteration


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