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Progressive Insurance uses data analytics to fine-tune ad strategy

Stephanie Overby | Sept. 30, 2014
Progressive Insurance deploys open-source data analytics software to optimize its ad strategy to drive new customers to its website to buy a policy.

What They Discovered: The user interface in the cloud was too slow and business leaders were leery of keeping sensitive consumer data off-site. So Progressive now houses all the online advertising data on-site in a facility known internally as "the bunker" due to its high level of security. Although the system is only partially deployed, it's crunching the display ad data 200 times faster than was possible in the past, Quigg says.

Media leaders can now analyze digital display ad effectiveness from an individual customer perspective, Quigg says. "We can better understand what users are seeing our ads. Is it the same audience or a different audience? This project is allowing us to become better at being able to identify that overlap, which leads to more efficient media buys."

 

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