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29-30 April, 2015 | ICC, ExCel, London


Digital Transformation driven by Adobe Analytics at Sanitas Health Insurance Dr Darius Zumstein | Thillai Ganesh | Jan Exner


Dr Darius Zumstein Head of eAnalytics, Sanitas Health Insurance, Zurich Head of CAS Online Shop & Sales Management, University of Applied Sciences, Lucerne

Expert in digital analytics, e-business, e-commerce Interested in web, football, wine, literature, art & philosophy

@DariusZumstein [email protected]


Thillai Ganesh Consultant, Adobe

Expert in Adobe Target & Audience Manager solutions Interested in movie buff, foodie

I help clients increase engagement, conversions & revenue

[email protected] linkedin.com/in/thillaiganesh


Jan Exner Senior Business Consultant Adobe

@jexnerW4D [email protected]

Expert in Analytics & Digital Marketing Interested in blogging and my family (4 daughters)


1) Digital Transformation at Sanitas

2) Using Adobe Analytics & Target for Personalisation

3) Sanitas Use Cases

4) Proceeding & Challenges

5) Questions & Answers

@DariusZumstein @jexnerW4D


Sanitas is a Leading Swiss Health Insurance located in Zurich, Switzerland

Direct processing insurer & insured

Obligate basic health insurance

Mainly B2C (individual insurances)

Various supplementary insurances

SME with 742 employees est. in 1958



Built with Adobe CQ5 (AEM)

Tracked with Adobe Analytics

Established in 2011

> 1 Million visitors per year

Corporate Website Sanitas.com


Sanitas.com – The Website of Sanitas Health Insurance


The Sanitas Premium Calculator is a Best of Swiss Web Award Winning Innovation

> 41 eVars

> 61 events

> 30K offers


Since 2013


The Mobile Website is becoming increasingly important to Information & Sales


> 250K mobile visits in 2014

Built in 2013 with Adobe CQ5

Not responsive, sales-oriented

Mobile Website of Sanitas



Sanitas App as an Innovation in Insurances – The Customer Portal in the Pocket



Used by 12 users in 2m

Built in 2015 for iOS & Android

Transactions & bill scanning

Native App of Sanitas


The Price Winning Campaigns were tracked and classified with Adobe Analytics

Tracking each & every campaign

with Adobe Classification (SAINT)

Target-group-oriented messages

Region-specific messages



How Mature is Your Company Digitally?


Self Assessment with the MIT / Capgemini & Forrester Digital Maturity Models


Digital Fashionistas

(6%)

Digital Beginners

(65%)

Digital Digirati

(15%)

Digital Conserva-tives

(14%)

+

-

Dig

ital I

nten

sity

(Com

pete

nce)

+ - Transformation Management Intensity

a) Digital Maturity Model by MIT

Digital Connectors

(6%)

Digital Dinosaurs

(56%)

Digital Masters

(26%)

Digital Operators

(12%)

+

- D

igita

l Cus

tom

er E

xper

ienc

e + -

Digital Operational Competence

b) Digital Maturity Model by Forrester

Sour

ce: a

) MIT

Slo

an M

anag

emen

t / C

apge

min

i Con

sulti

ng (2

013)

: Em

brac

ing

Dig

ital T

echn

olog

y,

p. 5

. Ava

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der:

ww

w.ca

pgem

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onsu

lting

.com

b)

For

rest

er R

esea

rch

(201

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igita

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ent

Avai

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ww

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om; D

ata

b) R

ouss

, S. (

2015

): D

igita

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in

Switz

erla

nd,, M

aste

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WZ

Uni

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http://www.capgemini-consulting.com



http://www.forrester.com


According to KPMG, Web Analytics of Sanitas is Best Practice – Supported by Adobe

Source: www.kpmg.com/ch/en/library/articles-publications/Pages/digital-transformation-in-switzerland.aspx


http://www.kpmg.com/ch/en/library/articles-publications/Pages/digital-transformation-in-switzerland.aspx


Behind every Digital Transformation is a Digital Strategy & Business Model

Talents & know-how

Understanding & role models

Formal mechanisms

System of rules Data-driven management

Integrated product offer

Analytics framework

Integrated product offer (Digital product model)


Digital transformation

Channels

Potential customers with individual needs

Existing customers with individual needs Personalized customer interaction

Content («packaging of the offer») Personlised offer

Sour

ce: I

nter

nal S

anita

s stra

tegi

c do

cum

ent


Sanitas implemented an integrated Web Analytics Architecture

Online sales funnel

Data Warehouse

eGate

eSales tracking metrics & KPI’s

Tracking offering & contracting Data offers

Data contracts

Web analytics data

Web tracking metrics & KPI’s

A/B testing

Website

Mobile Website Campaigns Contact center

Campaign tracking




2) Using Analytics & Target for Personalisation






Increase Conversions

Optimize Campaigns

Increase Revenue / Bookings / Orders

Increase Traffic

Increase Average Order Value

Increase Engagement

Improve Sentiment

Reduce Customer

Churn Reduce Time To

Market

What does Analytics do?

Analytics inform…

…the work marketers do with the other marketing solutions.

Adobe® Campaign



Use Solution

Audience Management Syndication to offsite destinations OR to other Marketing Cloud solutions

Targeted campaigns delivered across Channels based on Authenticated Campaign

Reporting or shared to Audience Library for targeting & personalisation Analytics

Targeting & Personalisation – Marketing Cloud Solutions Only Shared Audiences

Reporting , testing , & targeting Target

Deliver custom content based on Client context Experience Manager


Adobe Marketing Cloud


Solution

Audience Management In evaluation

- Campaign

Since 2013 Analytics

Since 2013 Shared Audiences

Since 2013 Target

Since 2011 Experience Manager

Used at Sanitas

Adobe Marketing Cloud



PLATFORM

MCID 5472

MCID 4569

MCID 9154 MCID 2792

SOLUTIONS

CORE SERVICES

Audience

ANALYTICS CAMPAIGN TARGET MEDIA OPTIMIZER

SOCIAL EXPERIENCE MANAGER

Latent behaviors/attributes

Audience sharing from Analytics



SOLUTIONS

PLATFORM

CORE SERVICES

Audience

CAMPAIGN TARGET MEDIA OPTIMIZER


MOBILE WEB

Real time behaviors/ attributes

Data Collection Audience Library

ANALYTICS

MCID 1234

MCID 8767 MCID 0925

MCID 76534

MCID 1345 MCID 9347

Audience creation in Audience Library



SOLUTIONS

PLATFORM

CORE SERVICES

External Systems

Profiles and Audiences

Latent behaviors/attributes Audience

DSP+

Real time behaviors/attributes

Data Collection Audience Library

MCID 5472 MCID 9154

MCID 4569

MCID 2792 MCID 1234

MCID 8767 MCID 0925

MCID 76534

MCID 1345 MCID 9347

MCID 5472

MCID 4569

MCID 9154 MCID 2792


ANALYTICS CAMPAIGN TARGET MEDIA OPTIMIZER


MOBILE WEB

Audience Manager


Using Adobe Analytics, Audience & Target for Personalisation & Recommendation at Sanitas

Personalised content

Target-oriented delivery of content & recommendations

Product & content recommendations

Personalised recommendations

Customer portal and native app

Online sales process

Corporate website

Adobe Marketing Profile

Building profiles with a unique Visitor ID

Pers. application of rules

Adobe Recommendation

Rule building according to purchase behaviour

Adobe Target Definition of rules Using variables

for segments, rules and targeting

Mboxes

Data collection

Definition of segments and audiences

Segm

ent /

Aud

ienc

e

Adobe Analytics

Data collection of website user

& usage via java script

Customised Sanitas variables & events

(Dynamic) Tag

Manager

Mobile website



Use case 1 – Customised Communication for Expats & Non-Swiss Natives


Target-based online chat solution

Multivariate testing with Target


Further Use Cases – Customised Communication to Market & Customer Segments

4. Product & customer segmentation

5. Cross & up selling of new products


3. Demographic segmentation e.g. gender, age, civil status, family size

2. Regional segmentation

1. Behavioral segmentation e.g. returning visitors, time on page, device


How do we have to proceed to use the solutions smartly?


How do we achieve Digital Excellence?

Understand

1. Identify the (business)

questions that we need to answer?

2. What are the constraints that are within the organisation?

Strategise and Execute

Product Management

Adobe Consulting

Adobe Client Care 3. How can we

get our digital business investment to work faster be more intelligent?

4. Building a road map

5. Crawl, walk, run

Manage change

• Leadership policies • Role definitions

• Networking

• Measure and Monitor

(“data beats opinion”)


Adobe Training Services


What are Success Factors of a Digital Transformation?


Success Factors of the Digital Transformation at Sanitas


Management support & strategic alignment

Building up resources & know-how

Interdisciplinary collaboration IT, analytics & business Agile project management & rapid prototyping

Stakeholder management & cooperation

Mastering technical, business & product complexity

Digital culture & change management


Do You have an any Questions?

Stay in touch… @DariusZumstein @jexnerW4D

linkedin.com/in/thillaiganesh


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