4xFaster

personalization in comparison to

existing platform.

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

INDUSTRY

• Financial Services

PRODUCTS USED

• Adobe Target

GOALS

• Improving conversion rate for existing users.

• Faster personalization for existing users.

• Better segmentation for optimizing conversion rate.

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.

© 2018 DWAO LLP • www.dwao.in • Contact us at info@dwao.in

50+Segments

personalized within four months.

THE GOALSICICI 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.

3xImprovement in

Conversion Rates for returning users.

THE RESULTWe 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.

© 2018 DWAO LLP • www.dwao.in • Contact us at info@dwao.in

THE SOLUTIONDWAO 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 utilized advanced Adobe Target features to fine tune the complex segmentation logics and at the same time setup integration with Adobe Analytics to measure the performance of the all.

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.

HOW WE HELPEDICICI PRUDENTIAL LIFE INSURANCE

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.

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

“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-CommerceICICI Pru Life