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Groupama Develops its Client Knowledge by Decentralizing its Marketing Information SystemWith revenues of €11.5 billion (US$13.6 billion) in 2002, Groupama is one of the major players in France's insurance market. Founded more than 100 years ago to serve farming interests, Groupama offers products covering all areas of insurance and financing: risk insurance, personal insurance and financial services. Groupama is also a leader in private insurance, including risk, savings and health insurance. The group turned to SAS when it needed help creating client behavior models, improving its database searching and developing a new intranet-based marketing application.
Creation of a common marketing information system
But Groupama wanted to do more with its data, says Claude Godard, head of the database group of distribution management. "We selected SAS initially to perform statistical studies and rapidly expanded its functionalities to establish behavior models and scoring of product appeal. However, we quickly were faced with volumetrics that were too large to handle," explains Godard. In 1995, Groupama decided to reorganize its national marketing information system completely under SAS. "This allowed us to develop an interface that permitted the users to establish the application parameters, launch queries and perform analyses," Godard says.
Providing the regions with the decision-making powers
Groupama appointed a national correspondent for regional marketing, who specified the requirements of each region in a national database. The regional offices assigned scores as a function of the types of actions they wished to implement to achieve particular targets. Campaigns totaling 300,000 mailings were launched at the national level using two functions previously not accessible to the regional offices: de-duplication in the databases developed under SAS (target "household" and target "individuals") and scoring (improvement of the return rate, targeting and performance). Eleven Groupama regional offices and all of the six GAN Assurances regions now have access to the SAS application using the intranet, which allows them to improve the efficiency and performance of their marketing campaigns.
Expanded marketing functionalities
An evolutionary solution
By doing this, Groupama has given the regional organizations the ability to access the national analytic results easily and to use them in a flexible way. "We have created value by doing this," Godard says. "We have also shared and improved our experiences because we work with the same tool, with the same language, in a field whose main activity involves modeling and exploitation of this modeling. In this sense, the SAS application has become a strategic component of the corporate vision of Groupama." Copyright © SAS Institute Inc. All Rights Reserved. |
Groupama France
Challenge:
Provide common access to marketing data.
Solution:
SAS helps Groupama create client behavior models, improve database searching and develop a new intranet-based marketing application for regional offices throughout France. "We have created value by doing this … In this sense, the SAS application has become a strategic component of the corporate vision of Groupama." Claude Godard, head of the database group of distribution management Read more:
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