Combining Segments, Third Party Data and Modeling — A Primer

In my 30+ years of data-driven marketing experience, I can make the following statement with the utmost confidence: Combining customer segments, third party data and predictive modeling will significantly improve your marketing results. Most companies use one. Some...

Improve Under 65 healthcare Marketing

On March 23, 2010, then-U.S. president Barack Obama signed the Patient Protection and Affordable Care Act (ACA) into law. At the time, nearly 50 million people had no health insurance. As of 2023, roughly 40 million individuals now benefit from ACA-related...

Insurance Customer Acquisition Using Purchase Propensity Data

The foundation of successful customer acquisition is prospect data that targets consumers who are in the market to buy a specific insurance product. Too often, insurance marketers rely on simple targeting criteria such as age, income and gender. The use of this...