CNA Financial

Patrice Nolan

Market Research Analyst Tim Fleming

AVP & Actuary - Pricing

ABOUT CNA

• As the 8th largest U.S. commercial insurer and the 13th largest U.S. property & casualty insurer, CNA provides insurance protection to more than one million businesses and professionals in the U.S. and internationally.

• We understand the importance of being where our customers are

• Headquartered in Chicago, CNA has offices throughout the U.S., Canada and Europe

• In these locations, we work with highly professional independent agents and brokers to ensure our customers receive the personal service and attention they look for in a carrier

Prospect Development Project - Sales and Marketing Funnel

Prospect

Lead Analysis Utilizing Alteryx

Suspect

Submitted

Quoted

Booked

Retain & Grow

Sales Acceptance

Awareness

Engagement

Consideration

Lead Acquisition

AssociationsConference/

Event OtherProducer Interaction

Le

ad

Op

po

rtu

nit

y

Ac

co

un

t

3

Names acquired

Using Alteryx, lists scrubbed against CNA

policy data

Inforce, QNTs, recapture identified;

enables account-specific sales strategies

UW contacts distributor to ask for the business or cross-sell to existing

accounts

• Campaign tactics engage contacts and collect additional data, including current producer relationship

• Contact earns “lead score” based on behavioral actions and additional demographic data

+10 +10 +25When contact’s lead score reaches 100,

“warm lead” is passed to Sales and entered

into pipeline

Remaining suspects prioritized based on “preferred” risk criteria

and scoring model developed using Alteryx.

Entered into marketing campaign.

Sample Sales Campaign Utilizing Prospects

4

Scoring Model Developmentdata prep module

3/7/14

5

connect

format

join

Scoring Model Developmentpredictive analytics module

3/7/14

6

select

model

score

Scoring Model Development - Illustration

3/7/14

7

model configuration

scoring output

•A manual process that took days to scrub a list of prospects against CNA current and past insureds data can now be done in minutes

•The ability to develop and apply a predictive scoring model to a list of prospects that will lead to a prioritized list of preferred risks that will have a higher probability of success

•CNA now has the ability to provide actionable prospects to underwriters which will lead to productive conversations with CNA’s agents and brokers

•Opportunity to differentiate ourselves from our competitors

Prospect Development With Alteryx