Case Study: Swinton Group achieves faster, more targeted customer acquisition and retention with SAS Marketing Automation

Swinton Group uses customer data to target more effectively

Swinton Group, a UK insurance broker, was operating in an increasingly price-driven, aggregator-led market and relied on outsourced, broadly targeted direct mail with long delays between campaign selection and results. Faced with rising volumes and the need for faster, more sophisticated multichannel segmentation and control to acquire and retain customers, Swinton sought to bring direct marketing in‑house and make campaign decisions more scientific and timely.

Swinton implemented SAS Marketing Automation and built a single customer view, becoming fully self-sufficient in 20 weeks with SAS support. The integrated solution enabled complex, multichannel campaigns (for example a single monthly motor campaign with ~50 segments mailing up to a million pieces), faster turnaround, operational cost savings from in‑house execution, and richer cross‑channel performance data—driving immediate efficiency gains and improved customer targeting, acquisition and retention.

Swinton Group

Andy Mills

Head of Marketing Analysis