Case Study: Insurer MAPFRE achieves data-informed, personalized campaigns with Audiense

How audience segmentation was key to creating a successful data-informed campaign

MAPFRE, a global insurer, faced a shift from ineffective mass broadcasting to a need for personalised, repeatable marketing across markets and languages. Working with London-based insights agency Convosphere, they set out to better understand customers—starting with Millennials in Pennsylvania—to move away from one‑size‑fits‑all communications and create a methodology that could be replicated across business questions and regions.

Convosphere applied a three‑stage approach—audience identification and segmentation, profiling, and activation—using Audiense to find six Millennial segments and Brandwatch to track six months of conversations. By combining personality, behavioural and conversational data, the team produced tailored messages and creative for each segment and ran a data‑informed campaign; success was driven by close collaboration, local analyst insight and the fusion of technology with human judgement, resulting in much deeper, more relevant audience understanding.

MAPFRE