Case Study: Aviva achieves 15% higher campaign ROI and eliminates compliance risk with Teradata

Aviva Increases Campaign ROI by 15% and Eliminates Compliance Risks

Aviva, the UK’s largest general insurer with more than 31 million customers and 30,000 employees, faced the twin challenges of reaching a largely disengaged customer base and meeting increasingly strict Financial Conduct Authority (FCA) compliance requirements. The insurer lacked a unified view of customers and the technology and processes to leverage granular insights for multi‑channel campaigns or to produce auditable approval records for marketing collateral.

By adopting the Teradata Integrated Marketing Cloud—centralizing customer data in “Cyclops” and using Customer Interaction Manager and Marketing Operations—Aviva launched multi‑step, predictive campaigns across web, mobile, email, call centres and direct sales while creating a full audit trail for regulatory reviews. The result: campaign execution increased 50%, individual team throughput rose 10–15%, campaign ROI improved by more than 15%, customer retention strengthened, and compliance risk from FCA fines was effectively eliminated.

Aviva

Jon Mansley

Head of Data, Analytics and Insight