The mission of the POC was to experiment with two target group hypotheses for two different car brands. It included producing the content and implementing the solution on Trygg-Hansa’s website using real-time data.
We captured different variables of both behavioral and quantitative visitor data and combined it with Adobe Targets and different attributes for targeting. Then through targeted messaging and personalized visual content, we targeted customer relevancy by revealing the car brand of the specific user, which was pictured in the city the user was living in.
When a user was identified but dropped off from the web page, we could make sure that next time, the visitor was exposed to the POC in real time.
In addition, we tried different types of copy to identify which one was most successful for each target group. We also carried out a follow up and analysis via Adobe Analytics, where we measured the customer journey follow through, confirming how many clicks were made and where.
This helped Trygg-Hansa understand which type of messaging triggered the different target groups the most, and which target groups were triggered the most by being exposed to the targeted, personalizeod content.