Direct Line: Lifetime Value

British insurer Direct Line integrated customer lifetime value calculations into its pay-per-click bidding strategy to reduce advertising costs and increase sales volume and value in the UK.

Campaign details

Brand: Direct Line Brand owner: Direct Line Group Agency: MediaCom UK Market: United Kingdom Industries: Insurance Media channels: Search marketing Budget: Up to 500k

Executive summary

One of the United Kingdom's biggest insurers, Direct Line, it had become a victim of its own success, unsure how to further optimise its pay-per-click (PPC) account.

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