Aviation Insurer's Targeted Marketing Programs Fly High With Group 1's Data Quality Technology
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Avemco Insurance has a very defined market, with 99 percent of its potential customers on two lists compiled and disseminated monthly by the Federal Aviation Administration (FAA). One contains a list of all certified pilots while the other contains a list of all registered aircraft in the U.S. and its territories. However, there is a significant overlap among the two lists. Additionally, both lists are of poor quality, contain individuals not eligible for Avemco’s services, and include a number of its current customers.
The Challenges
Poorly Formatted Third-Party Information
The FAA data is poorly formatted, with duplicate data and fields that contain both business and individual names. Each record would need to be parsed into its appropriate components to make this information actionable.
Identify and Eliminate Duplicate Information
The information on the two lists contains many duplicate entries. Additionally, many of the registered pilots are already Avemco customers, and the company obviously does not want to target membership campaigns to existing customers.
The Solution
Group 1’s Data Management Applications
Our data management applications, with our user-friendly workflow console, were deployed to identify and consolidate duplicate records in the FAA lists and compare the consolidated lists against the Avemco customer base.
The Benefits
More Accurate Prospect Identification and Targeting
Group 1’s technology has enabled Avemco to develop an accurate, single view of each prospective customer. Additionally, Avemco has avoided marketing to non-customers that are ineligible for its insurance policies, such as individuals in U.S. territories.
End-to-End Control Over Target Marketing Processes
The Group 1 workflow management console provides centralized job set-up, processing and results analysis. Users can manage jobs ranging from a single application to those incorporating a multiple Group 1 solutions.
Full Support for Business Users
Avemco’s business users feel comfortable utilizing the technology. Even marketers feel comfortable with the GUI’s visual representation of the direct marketing process.
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