Case Study: Principal Funds achieves real campaign measurement and persona-driven targeting with Webtrends

Principal Funds - Customer Case Study

Principal Funds, a conservative, highly regulated investment firm overseeing more than $235 billion, needed to prove that digital measurement could drive better client targeting. The marketing team wanted to build life‑stage and psychographic profiles (e.g., recent divorce, new parents, shopping signals) to enable precise outreach, but faced internal skepticism and a “show me” culture that required clear evidence the tools would work.

By rolling out Webtrends Analytics across email and digital channels and converting raw metrics into personality‑driven reports, Principal convinced stakeholders to move beyond “spray‑and‑pray” tactics. The team tied web tracking into their CRM, launched persona-based one‑to‑one segmentation, and adopted more visual, interactive measurement — producing measurable campaign results, broader internal buy‑in, and a faster path to targeted, data‑driven marketing.

Principal Funds

Nathan Eshe

Principal Funds