Aviva Artificial Intelligence: Data Storytelling
Campaign details
Brand: AvivaBrand owner: AvivaLead agency: ZenithCountry: UKIndustry: InsuranceChannels used: Magazines - business, trade, Magazines - consumer, Newspapers, Online display, Print - general, unspecified, SearchBudget: Up to 500k
Executive summary
Aviva invests a significant amount of its marketing effort into acquisition activity across multiple products. Zenith wanted to explore how they could further refine an approach to budget-allocation decisions across digital channels to drive the efficiency of their media investments and improve ROI. Decisions were previously...