With DWAO, ICICI Pru Life achieved real-time personalization to improve conversion by 3X

Industry

Financial Services
Location

India
Solutions

Adobe Target
Results
- 3x Improvement in Conversion Rates for returning users.
- 4x Faster personalization in comparison to existing platform.
- 50+ Segments personalized within four months.

Background

ICICI Prudential Life one the biggest Life Insurance company in India

ICICI Prudential Life Insurance Company Limited (ICICI Prudential Life) is promoted by ICICI Bank Limited and Prudential Corporation Holdings Limited, and is one the biggest Life Insurance company in India.

Objective

ICICI Prudential Life wanted to improve conversion rate for existing users.

They were using a platform for personalization and were struggling with

Speed in which Personalization was loading.
Time to go live for new use cases.
Segmentation and New Ideas for optimization for existing users.

Solution

DWAO helped them to achieve faster personalization for existing users.

DWAO helped ICIC Pru Life to document all existing use cases and started migrating them to the newer platform. At the same time our consultants made sure that page performance and personalization deliveries are not impacted.

We helped ICICI Pru with structured migration to Adobe Target and then executed new use cases for them in very short span of time.

We conducted regular ideation sessions with various teams using our four point ideation process. We helped them to clearly define the way ahead for Optimization and Personalization to make sure that we have enough ideas to work upon for atleast next 8 weeks.

Prior to DWAO ICICI Pru Life had limited personalization use cases setup on the platform. They wanted to scale quickly to cover returning visitors for most of the products and at the same time cover it for existing customers for up-sell and cross-sell.

Result

We didn’t just stop there.

We were able to migrate the existing personalization experiences into Target within 4 weeks time. They were able to achieve almost real-time personalization which was a big advancement from existing solution. Due to faster personalization they conversion rates for existing users were almost 3x of what they were doing before Target.

Apart from these quick wins we were able to deploy around 50+ different personalization across multiple pages of the website. We are also helping them now to personalize the existing customers journeys to up-sell / cross-sell the relevant products.

DWAO team is intelligent,resourceful,dedicated and quick in execution.Its amazing working with them in smooth function of our personalization and optimization program

Agnel Dsouza, Chief Manager E-Commerce, ICICI Pru Life