Case study | L&G

How Greenlight saved L&G over £1 million in marketing expenditure.

The Client

Legal & General Group PLC is a leading multinational financial services company based in London. It offers a range of stocks and shares ISAs, unit trusts, investment bonds, and a wealth of investment fund information for research.

The Objectives

L&G Investments tasked Greenlight with identifying the most profitable customer segments, whilst also designing and implementing a new marketing strategy that is customer centric and based on the online and offline behaviours of both L&G Investments’ new and existing customer base.

The Strategy

  • Greenlight analysed all direct response activity that L&G undertook across 2013 (online and offline), in order to build purchase journey portfolios of every single customer over the designated period.

  • The integration of online data was achieved through building full online attribution portfolios of each individual customer utilising OneHydra, Greenlight’s search management tool.

  • Offline activity was integrated to the overall strategy which allowed Greenlight to successfully identify the role each media channel played in driving application volume. Greenlight also identified the relevant PPC and SEO keywords each investor uses at the different stages of the purchase funnel.

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Analytics

The Results: in 6 months
  • INCREASE IN ONLINE APPS

  • INCREASE IN CASH SALES

Client Testimonial

"The insights into customer behaviour, analysed by Greenlight’s OneHydra platform, has allowed L&G Investments to target its customers at a granular level never seen before, resulting in our most successful online ISA season to date."

Shaun Ashdown, Digital Marketing Manager,
L&G Investments.

All Results

  • OVER £1 MILLION SAVED

    The analysis undertaken helped to save L&G Investments over £1million in marketing expenditure across 2014.

  • IDENTIFIED TWO KEY SEGMENTS

    The analysis also identified two key segments, which combined accounted for 45% of L&G’s overall online investment – previous to this it was considered only one of these engaged with the brand online.

  • 56% INCREASE TOTAL ONLINE APPS

    Total online apps were up by nearly 56% for the year.

  • 35.5% INCREASE IN CASH SALES

    Overall cash sales saw a 35.5% increase.

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