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Robust Analytics Boost The Hartford's Direct-to-Consumer Efforts

July 23, 2010
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Faced with declining response rates, The Hartford (Hartford, Conn.; $24.7 billion in 2009 revenue) wanted its direct mail to deliver more ROI. Working with Columbia, Md.-based database marketing agency Merkle, the company has used customer data to develop a testing and analytics framework to optimize messaging, shoring up its direct-to-consumer efforts....

Source: Insurance & Technology
 

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