Progressive Insurance deploy open-source data analytics software to drive new customers to its website. The software measures the effectiveness of online advertising that helps Progressive Insurance marketing team to understand the behaviour of customers and what the customers are looking for.

Previously, Progressive Insurance spent millions of dollars based on the strategy: number of advertisement reach along with number of clicks and number of last touch drives policy sale. However, using analytics software, the company formed a cross-functional team of IT and business analysts and built a prototype software in cloud.

The software allows analyzing months of advertising data in hours, which took days in the past. It enables marketers not only to see which site the customer clicked on before visiting Progressive Insurance’s site but also what combination of ads the customer looked at before buying the policy. This allowed the marketers to understand the customers better and tailor what the customers are looking for, avoiding overlaps.

As a result, it leads to more efficient online policy sale. In my opinion, if this software is applied to other consumers goods, such as cameras, the companies will know what kind of features/combination of products a camera user is looking for before buying the product in real. This will lead to more tailored advertising.

Source: http://www.cio.com/article/2686835/data-analytics/progressive-insurance-uses-data-analytics-to-fine-tune-ad-strategy.html