Insurtech Transforms Marketing with AEP, RTCDP, CJA and AJO

Table of Contents

1. Client Challenges and Project Background
2. Solution Overview
3. Use Case 1: New Customer Conversion Journey
4. Use Case 2: Cross-Selling and Upsell Recommendation Journey
5. Data Insight Enhancement: Customer Journey Analytics (CJA)
6. Client Feedback
7. Project Outcome Summary

1. Client Challenges and Project Background

With the intensification of market competition and the increasing diversity of customer needs, this fully digital insurance company hopes to further strengthen its customer-centric digital operation model, evolving from single-channel email marketing to a full-channel (email, app push, SMS) real-time data-driven marketing automation system.

In the past, the company mainly used Salesforce Marketing Cloud to send EDMs but encountered limitations in operational flexibility, immediacy, data integration, and marketing journey orchestration, which failed to meet the rapidly changing market demands and personal communication advancement plans.

To achieve a higher level of digital transformation, they chose to adopt Adobe Experience Platform (AEP), Real-Time CDP (RTCDP), Customer Journey Analytics (CJA), and Adobe Journey Optimizer (AJO). Leads Technologies served as the consulting and implementation partner, assisting in reconstructing data foundations, integrating marketing technology stacks, and designing efficient automated journeys for core business scenarios. The ultimate goal of the project is to increase new customer conversion rates, enhance cross-selling capabilities, and build a sustainable optimization data analysis framework.

2. Solution Overview

To assist the client in achieving an omnichannel, real-time, and data-driven marketing transformation, we provided an integrated solution centered around Adobe Experience Cloud, covering the following key implementation items:

3. Use Case 1: New Customer Conversion Journey (New Customer Conversion Journey)

Business Challenge

The insurance company found that many potential customers did not convert into actual policyholders after completing the initial quotation (Quote & Buy) process or filling in preliminary information. Previously, manual email notifications and customer service interventions were used, resulting in fragmented processes that could not effectively drive conversions in real time.

Our Implementation Approach

Leads Technologies leveraged Adobe Experience Platform (AEP), Real-Time CDP (RTCDP), Adobe Journey Optimizer (AJO), and Customer Journey Analytics (CJA) to help the client build a complete, real-time, cross-channel conversion journey:

1. Real-Time User Behavior Identification (RTCDP)

• Established multiple audience segmentation rules based on whether users completed quotation steps (e.g., QnB Step > 1), number of pages viewed, login status, selected product types, and language preferences.
• The system can instantly identify users as “unknown visitors” or “logged-in but non-converting users,” routing them into corresponding journey branches based on their behavior.

2. Behavior-Triggered Communication Journeys (AJO)

• Set trigger conditions and lookback periods for different behaviors:
  • Look back 1 day: Users who completed a quote but didn’t convert receive a personalized email the next day.
  • Look back 30 days: Users who browsed specific products or blog topics multiple times receive push ads.
• Trigger appropriate message channels based on data type:
  • Email: Logged-in members with an email address receive promotional emails containing personalized quotation links and CTAs.
  • SMS: Users who only provided a phone number receive SMS reminders with quotation links.
  • Call List: If no conversion occurs within 3–5 days, high-potential users are automatically added to a customer service call list for follow-up calls.

3. Data Support and Tracking (AEP + ECID)

• All personalized messages in the journeys (e.g., product codes, language preferences, quotation links) are managed by AEP and displayed in communications via Adobe’s dynamic content insertion mechanism.
• For non-logged-in users, we track visit behavior and product preferences using ECID and re-target them based on product and blog page categories.

4. Performance Tracking and Optimization (CJA)

• Integrated journey performance, EDM open/click rates, SMS responses, and app behavior data to create daily journey analysis dashboards in CJA.
• Analyzed key drop-off points (e.g., failure to log in after Step 2, logged-in but non-conversion) to continuously optimize push timing and message content.

4. Use Case 2: Cross-Sell & Up-Sell Recommendation Journey

Business Challenge

The insurance company aimed to increase the lifetime value of existing customers by promoting cross-selling and up-selling through personalized engagement—for example, recommending additional medical, critical illness, or savings-oriented coverage to customers with basic protection. However, due to a lack of effective data integration and automation tools, it was difficult to proactively recommend suitable products based on individual customer scenarios, leading to scattered marketing resources and limited effectiveness.

Our Implementation Approach

Leads Technologies helped the client build a cross-sell journey combining data analytics, scenario-based decisioning, and automated communication using Adobe Experience Cloud. The implementation includes:

1. Defining High-Potential Segments and Trigger Rules (RTCDP)

• Three major high-potential user segments were defined in Real-Time CDP based on policy data, self-reported data, and historical behavior:
  1. First-time customers
  2. Customers matching specific demographic profiles (e.g., age, family status)
  3. Customers with recent life events or potential need triggers (e.g., birthday, claim submission, approaching policy expiration)
• Corresponding trigger logic and journey entry points were established for each segment.

2. Journey Design and Automated Push Notifications (AJO)
Based on customer scenarios, different journey branches were designed and automatically executed through AJO:

✅ For First-Time Customers:

• An email is automatically sent two weeks later recommending complementary product bundles, filtered based on the user’s demographic attributes.
• If no purchase is made within 3 days, the user is automatically added to a call list for follow-up by customer service.

✅ For Existing Customers Meeting Specific Conditions:

• A product upgrade recommendation email is sent, featuring products complementary to the user’s current policy.
• If the user experiences a triggering event (e.g., family change, birthday, claims history), they enter an additional journey for targeted product recommendations.

✅ For Customers Not Meeting Conditions (no clear upgrade signals):

• A monthly content-based email (e.g., blogs, financial education) relevant to the user’s profile is sent every second week to maintain brand engagement and nurture latent demand.

3. Behavioral Tracking and Continuous Optimization (CJA)

• Customer Journey Analytics (CJA) was used to create journey performance dashboards tracking conversion rates, open rates, click-through rates, and policy completion across journey branches.
• Monthly reviews of drop-off points and reasons for non-conversion inform ongoing optimization of journey logic and content design.

4. Technical Integration and Content Personalization (AEP)

• All fields in communication content—such as product recommendations, customer names, language settings, and trigger reasons—are provided by Adobe Experience Platform and dynamically inserted into messages, supporting multilingual delivery.
• The product list, recommendation logic, and push content can be maintained and updated independently by the marketing team.

5. Data Insight Enhancement: Customer Journey Analytics (CJA)

In this project, we assisted the client in implementing and leveraging Adobe Customer Journey Analytics (CJA), integrating all data from website, app, email, push notifications, quotations, and policy purchases. We also created a series of cross-departmental visual reports to enable truly data-driven decision-making.

🎯 Key Application Outcomes:

6. Client Feedback

“As a leading online insurance company, we regard data-driven marketing as one of our key corporate strategies. Through our collaboration with Adobe partners, we are able to deliver a world-class insurance experience that allows our customers to enjoy simple, flexible, and valuable insurance solutions.”
— Chief Executive Officer & Executive Director

7. Project Outcome Summary