For example, at Progressive Insurance, the marketing team collected data on how mobile app users were behaving. These consumers, they discovered, wanted more than just helpful insurance quotes in the mobile app; they wanted to buy insurance on the spot. Progressive responded by giving them exactly what they wanted — the option to buy insurance — which vastly improved the customer experience and delivered a big win for the company. When a company creates customer value, the business benefits naturally follow.
1Source: Harvard Business Review Analytic Services, “Marketing in the Driver’s Seat: Using Analytics to Create Customer Value,” 2015.