Case Study: Largest Pet Insurance Company achieves high-value customer targeting with Quantiphi's Customer Lifetime Value model

Developing a CLTV model to identify high-value target customers for marketing

Quantiphi worked with the Largest Pet Insurance Company, one of the largest pet insurance providers in the US, to help the marketing team focus on high-value customers for targeted campaigns. The company needed a customer lifetime value (CLTV) model to better understand the customer journey and identify the right target customer groups, while also dealing with challenges such as uncertain data sources, customer churn and segmentation integration, and unclear high-risk classification rules.

Quantiphi implemented a CLTV solution using SQL Server, Decision Trees, Zeppelin notebooks, Tableau, and Google Cloud products including Cloud Storage, Compute Engine, and BigQuery. The result was Tableau dashboards that helped the business identify customer buckets responsible for high loss and estimate customer CLTV based on profitability and CPA, improving decision-making for marketing targeting.