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Pet Insurance Gets Personal

Posted on 1.27.2016

Purchasing insurance is a personal thing – regardless if it’s for an individual or a family pet.

Because of this, pet insurance provider Petplan knew it had to offer personalized experiences to all of its site visitors. The challenge, however, is that it can be difficult for site owners to personalize experiences for anonymous visitors, which is why Petplan sought out help from BlueConic.

“Our platform is able to build profiles on those (anonymous) individuals and understand what information they are looking for and derive intent from either implicit or explicit actions on the site,” said Dan Gilmartin, BlueConic CMO. “All of this brought together gives Petplan the ability to deliver a more personalized experience when that site visitor comes back.”

BlueConic help brands learn more about all of their audience members by creating user profiles for each site visitor. For example, BlueConic can identify where a visitor comes from, such as a specific ad campaign, and then adds elements of that ad campaign within that user’s profile. With this data the brand can create a more personalized experience for that visitor when they return to the website.

It is also important to note the other types of visitor data that BlueConic can capture, such as the different pages the individual visited or keywords that the individual used in a search on the brand’s website. What’s more, BlueConic can be leveraged to capture data from visitors on traditional websites, the mobile Web and mobile apps. Collected data can then be used by brands to not only deliver more personalized experiences to site visitors, but also to drive future marketing campaigns. In fact, BlueConic can integrate with other technology platforms to help brands create better marketing campaigns, including personalized remarketing campaigns.

“We are dedicated to going above and beyond for our customers and we understand how important it is to create an experience that’s unique to their needs,” said Natasha Ashton, co-founder, co-CEO and chief marketing officer at Petplan. “BlueConic allows us to leverage the data we collect from all of our existing marketing platforms to improve campaigns and programs, while gathering information about potential policyholders. With this insight, we are able to understand the full intent of our customers and provide them with the resources they want and need.”

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