Case Study: Towergate Insurance achieves 15% more income with IBM Watson Campaign Automation

Engaging more customers and generating more income through targeted marketing

Towergate Insurance, a UK insurance intermediary that grew through mergers and acquisitions, was struggling with siloed, unconnected customer data that created fragmented views and made marketing campaigns generic and slow. With IBM and IBM Watson Campaign Automation software, the company needed a better way to unify data and improve targeted marketing.

IBM consolidated Towergate’s data into a single customer database, added recurring data imports, and used campaign automation, Email Insights Analytics, and Web Tracking to personalize journeys and segment customers more effectively. As a result, Towergate cut campaign launch time from three weeks to about one week, boosted income 15% from one campaign, doubled year-on-year email results, and increased clickthrough rates by 100%.

Towergate Insurance

Jennifer Lam

Digital Campaign Manager