Allianz: Long-term performance marketing management
Marketing
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For the Czech branch of Allianz, we took over the performance aspect of online marketing as a whole. The goal was to unify the divided disciplines under one management and improve results in key product areas, particularly in travel insurance and car insurance.
We started our collaboration in 2016 and established it for the long term. We ensured the management of PPC campaigns, RTB, analytics, and SEO, connected with paid campaigns on social networks, and thus supported recruitment activities.
Delivered Services
Banking and Finance
Initial State
- Performance online marketing was divided among two agencies and multiple people on the supplier side.
- There was a lack of a single team to manage performance as a whole – results were addressed in parts.
- Resources and budgets were not utilized as needed, and collaboration was not sufficiently flexible.
- Allianz was looking for a partner to take over their online performance comprehensively.
Our Solution
- We covered performance online marketing as a whole and set clear priorities and evaluation methods.
- In the first year, we focused on the most important goal – increasing the number of travel insurance and car insurance contracts.
- We built the campaign structure and budget allocation to align with these goals.
- We managed individual channels in context and supplemented smaller activities across online as needed.
- We started the collaboration in 2016 and established it for the long term.
