We’re able to capitalize on every opportunity — in real-time
" Our business strategy is to grow existing broker accounts and capitalize on new brokers coming to market. Web Insights sits firmly as part of our growth strategy to drive this. The need for us to shift, like most businesses, towards a digital strategy means better understanding and capturing website data intel. With Web Insights, we can now route that intel across our stakeholders and teams and seamlessly automate any interaction with these visitors — allowing us to think and behave much more strategically. "
— Ian Gandy, Head of Digital and User Experience
Working with us
The key goal is for Travelers is to grow its existing broker accounts and also capitalize on new brokers coming to market. Any time broker accounts grow outside of ‘organic growth’, the team recognizes that their new digital focus, driven by Web Insights, is a large if not exclusive factor. The ability to use all website data via an integration is also a huge benefit of Web Insights.
The challenge
Travelers, although aware of website visitor tracking, understood very little about website visitor automation. Existing tools demonstrated limited value in understanding website visitors and data extracted had to be handled and analyzed in a very manual way, which, in turn, affected how data was shared with internal stakeholders and where potential opportunities existed.
The solution
Travelers uses Web Insights to generate website visitor intel and automate the flow of this data intelligence into the company’s martech and CRM solutions, as well as share this valuable data insight with senior stakeholders and regional leaders. The seamless integration into the Salesforce Marketing Cloud also means the team can automate campaigns and communicate with end-users without the need for manual intervention. Additionally, regional leaders are fueled with data intelligence, allowing them to capitalize on every potential opportunity swiftly.
" By implementing Web Insights, Travelers can now make informed data-driven decisions; something we have never been able to do previously. Our distribution network relies heavily on data intelligence and reporting —
Web Insights allow us to deliver just that. "
— Ian Gandy, Head of Digital and User Experience
About Travelers
Travelers is one of the world’s leading commercial property and casualty insurers, specializing in several business sectors including manufacturing, automotive, technology, media, financial institutions, public sector, and transport. The company has approximately 30,000 employees and 13,500 independent agents and brokers across the globe.