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AA Insurance Digital Marketing

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by

Rachel Davids

on 26 June 2015

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Transcript of AA Insurance Digital Marketing

Aggregator
Mapping
Price Comparison
Websites
Testing
Re-targeting
Paid Search
Advertising
AA Insurance Digital Marketing Team
- Acquisition -

Affiliates
Online Journey
Direct, Natural & Paid Search
Price Comparison Websites
Online Insurance Total - Year To Date
We Are The AA, We Are Digital!
MOTOR:
Quotes: 68,354,000
Sales: 58,121
Conversion: 0.09%
HOME:
Quotes: 12,109,000
Sales: 68,345
Conversion: 0.56%
MOTOR:
Quotes: 183,000
Sales: 9,913
Conversion: 5.42%
HOME:
Quotes: 105,000
Sales: 10,480
Conversion: 9.98%
MOTOR:
Quotes: 68,537,000
Sales: 68,034
Conversion: 0.10%
Variance To Targets:
2.06%
-0.63%
0.00%
HOME:
Quotes: 12,214,000
Sales: 78,825
Conversion: 0.65%
Variance To Targets:
-11.09%
-8.81%
0.02%
Variance to Target:
Quotes:
2.01%
Sales:
-0.37%
Q
TS:
0.00%
What does this mean for our team, day-to-day?
Variance to Target:
Quotes:
-10.99%
Sales:
-8.31%
QTS:
0.02%
Variance to Target:
Quotes:
21.19%
Sales:
-2.11%
CTS:
-1.29%
Variance to Target:
Quotes:
-21.05%
Sales:
-11.88%
CTS:
1.04%
617,789
Unique Sessions Arriving At Our Insurance Landing Pages
322,553
Sessions Reaching
Home and Motor
Quote Pages
103,639
Home and Motor Insurance Online Sales
(Year to Date)
(Year to Date)
(Year to Date)
Of All Sales Are Completed Online!
69%
New Online Journeys Are Launching This Year!

Motor:
Aug 2015
Home:
Oct 2015
430,000
We Return
Our Quotes Place First
We Get
Quote Requests A Day
240,000
Quotes A Day!
5,600
Times A Day
1,300
Clicks Through
A Day!
Mapping Improvements:
Identified Improvements: 96
Progressing: 30
Complete: 22
560,802
times in first place on Home Insurance Comparison sites

403,323
times in first place on Motor Insurance Comparison sites
2,177
Impressions A Day
784
Clicks From PPC Ads
A Day!

277
Clicks Come From
Affiliate Websites A Day
New Campaign!
Free £20 Fuel Card
24th June - 31st July
February - March 2015
AA.com, Affiliates, PPC & Search
(extended to 30th April for PPC)
46,847
Quotes
3,136
Sales
Car Insurance
£20 Shopping Voucher
21,107
Quotes
2,141
Sales
April 2015
AA.com, Affiliates, PPC & Search
Home Insurance
£20 DIY Voucher
10,464
Quotes
2,919
Sales
MOTOR
Impressions: 8.9K
Clicks: 189
Sales: 19
HOME
Impressions: 1.2K
Clicks: 24
Sales: 2
Where Our Price
Comparison Customers
Come From:
Year to Date
(live since April 2015)
e.g. we can now quote for 7 seaters

That's almost
1 million times
this year!
13 Million
Pieces Of Data Transferring Between The Aggs And The AA
Each Day!
What are we doing
to maximise this
valuable source
of traffic?
4,500
unique sessions
each day!
That's
It's All About The Numbers
Full transcript