Case Study: Spring Venture Group achieves higher lifetime customer value by predicting offline intent with ClickTale

Joining the dots between offline and online behavior to drive lifetime customer value

Spring Venture Group, a Kansas City–based holding company that distributes health and life insurance, faced a core digital challenge: marketing generates 100% of leads via online forms, but policy sales close over follow-up phone calls, so knowing which web leads to prioritize was crucial to driving lifetime customer value. The company partnered with Clicktale and its data science team to move beyond form fields and uncover the online behaviors that indicate higher offline intent.

By combining Clicktale behavioral data with existing machine learning algorithms, Spring Venture Group uncovered 10 predictive online features in just three weeks — most notably mean typing speed, typing duration and hesitation — and linked them to offline close rates. For example, prospects typing around five keystrokes per second were 15–20% more likely to purchase, while those above 7.5 keystrokes per second or with long total typing duration were far less likely to convert. The solution lets agents prioritize and route leads in real time, improves the customer journey across paid media, forms, CRM and call handling, and enables prediction of offline actions to drive lifetime customer value.

Spring Venture Group

Alex Allen

Vice President of Marketing