Legal & General

Saving Legal & General over £1 million in marketing expenditure

The Objectives

Legal & General Investments tasked us with identifying the most profitable customer segments, while also designing and implementing a new marketing strategy that was customer-centric and based on the online and offline behaviours of both Legal & General Investments’ new and existing customer base.

The Strategy

  • We analysed all direct response activity that Legal & General undertook in 2013 (online and offline) in order to build purchase journey portfolios of every single customer over the designated period
  • The integration of online data was achieved through building full online attribution portfolios of each individual customer using our proprietary search management technology
  • Offline activity was integrated into the overall strategy, which allowed us to successfully identify the role each media channel played in driving application volume; we also identified the relevant PPC and SEO keywords each investor used at the different stages of the purchase funnel

The Results

  • Our analysis helped save Legal & General over £1 million in marketing expenditure in 2014
  • The analysis also identified two key segments, which when combined, accounted for 45% of Legal & General’s overall online investment; previous to this, it was considered only one of these segments engaged with the brand online
  • 56% increase in online applications
  • 36% increase in cash sales