Direct Insurance Company

True to its name. Direct Insurance Company, “direct” communication

Direct Insurance Company is one of the Fastest Growing Insurance Companies in the Czech Republic. It provides car, property, travel, or liability insurance. It has over 400,000 clients, a perfectly developed digital insurance experience within its app, and a philosophy that people should be spoken to in human terms: especially when they get into trouble.

Direct Insurance Company places great importance on communication – and not only with its customers. To achieve better alignment, which leads to better results, they needed to improve the digital team's performance as well . Because their online advertising is handled by an external agency, they wanted to streamline communication with the internal team and improve the way they pass on important information to each other.

What they were aiming for at Direct:

• Have a clear overview of digital campaigns across channels and advertising systems with an immediate view of real user behavior on the web and in the mobile app.
• procure uniform, accessible to all source of real internal data that provides information on how internal distribution channels are faring in a few clicks
• Enable external marketing specialists react in real time to real developments in the company and better manage campaigns accordingly: from planning and setup to continuous optimisation
• get internal and external marketers on the same page,
• increase the efficiency and performance of digital marketing

“As with any marketing or digital team, we were overwhelmed with a large amount of often disparate data that required us to make important decisions. Creating a single place where all data meets and updates regularly has allowed us to significantly streamline and speed up not only decision-making, but also planning online communication. “

Lucie Hlubková, online marketing manager of Direct

Data for data's sake? That's just a waste. It takes a plan

If you want to operate with data, you have to start thinking with data first. There are several paths that lead to such thinking. One of them starts with detailed Data Strategies that will determine what type of business intelligence solution is suitable for a particular case. And along this path we also went with Direct Insurance Company.

During One-day workshop Together, we set specific business goals and set the exact concept of how we will work with data. Thanks to this, the client had a clear idea of which data he really needed, where to find it and what decisions he could make based on it.

The entire data universe, seen through one telescope

The second step of introducing BI reporting at Direct Insurance Company took place behind the closed doors of our office. We proceeded With intense focus and deep calm, inundated with hectoliters of coffee, because when no one is looking, we become total data freaks.

1. We eliminated fragmentation and consolidated data sources in one place.

Information from ERP systems, all databases and marketing platforms using the Keboola tool was concentrated in one place. This centralization of data in the so-called data warehouse will allow us to access different types and large volumes of data more easily and quickly, streamline their overall management and improve control over the quality of outputs.

2. Seeing doesn't mean knowing, so we gave the data a clear, actionable structure.

To keep the client's data output tidy, readable at a glance, and clickable in seconds, we processed it and set visualization rules in the Power BI platform. The result is Intuitive charts and reports and the client's undisguised satisfaction, which always pleases us, even after all these years.

“As a digital team, we need to understand as best as possible how our online communication works and how it translates into user behavior on our website and mobile app, and other key metrics. With unified real-time reporting, we are now able to not only understand our campaigns more deeply, allocate budgets, but also more flexibly adjust our direction to increase the effectiveness of our marketing while delivering a great client experience. “

Lucie Hlubková, online marketing manager of Direct

New data setup, new opportunities for marketing

The introduction of smart reporting has greatly helped the digital team of Direct Insurance Company and especially the cooperation with online marketing consultants from the group Proficio. The overall data-driven mindset and the daily involvement of current data in the decision-making process have contributed to the creation of performance campaigns that Increased sales, number of new leads and strengthened the brand's position in the market.

BI reporting has also improved the planning of goals, budgets and the evaluation of the success of online campaigns. Thanks to the ability to easily, more often and more closely monitor the impact of all digital marketing activities on the performance of direct distribution channels, and to suspend or optimize them promptly, Direct saves a lot of time and money.

“The introduction of BI reporting has improved communication between the internal digital team and our external consultants. More efficient processes and new settings for performance campaigns, together with other steps, contributed to a 59% year-on-year increase in sales and a 65% year-on-year increase in leads. “

Lucie Hlubková, online marketing manager of Direct

Benefits of BI reporting at the snap of a finger

Easier sharing of information

between two worlds: internal and external

Constant overview

on the performance of distribution channels and the ability to respond effectively to any developments

Real and Quickly Accessible Data

from 7 sources in one report, no guesswork

Dozens of emails saved

with documents for external specialists who now have them at their disposal

Greater performance of marketing campaigns

and revenue growth, including leads, thanks to data tracked in a timely manner and in context

Better evaluation of marketing,

setting goals and budgets