Case Study: Haven Life improves customer journeys and marketing performance with Indicative Analytics

Haven Life Insurance Agency Improving Customer Journeys by Aligning Data with Human Interest

Haven Life Insurance Agency, a wholly owned subsidiary of MassMutual, wanted to modernize how people buy term life insurance online and better understand what drives conversions. To do that, Haven Life used mParticle Analytics to unify web analytics with back-end workflow events, giving teams a full view of the customer journey across a highly digital acquisition funnel.

With mParticle Analytics, Haven Life built dashboards to track marketing performance, affiliate attribution, and A/B tests, helping technical and non-technical teams make faster decisions from a shared source of truth. The result was improved campaign optimization in near real time, reduced marketing costs, and better visibility into how account creations and user behavior translate into conversions.

Haven Life

Matt Myers

Head of Customer Acquisition