The highly federated insurance group featured many siloes of duplicated and conflicted data, inhibiting the ability to cross-sell and up-sell services across the multiple operating companies. Marketing initiatives were frequently ill-targeted and it was not possible to demonstrate regulatory compliance with the matter of ‘marketing consent’ particularly difficult manage over time.
Whilst aligning to the group’s strategic objectives, we ensured that data hub projects delivered early, recognisable value that kept the interest of stakeholders from the very start. This was achieved through the implementation of a ‘single customer view’ solution that enabled AXA to target their marketing efforts to far greater effect whilst simultaneously being able to prove that individual marketing consents were being respected. Furthermore, there were unexpected benefits that were realised when the data hub solution exposed multiple instance of fraud.
As the relationship enters its fifth year, the initial benefits from the single view data hub have been used as the springboard to deliver further data-driven business value, including the definition and adoption of the Chief Data Office and responding to the data challenges of impending regulation changes such as IFRS17.