Reach the right auto insurance customers for greater lifetime value

Insurance marketers often celebrate high click-through rates, quote requests and conversions — but are these successes enough?

Metrics used to measure success in insurance marketing typically favor short-term wins.

There’s a lot to gain by adjusting marketing strategies to target customers based on their lifetime value (LTV). Increased profitability, decreased operational risk and safer roadways are possible when you exchange a focus on short-term marketing wins for a strategy that targets long-term value.