Predictive Analytics Boost Personalization Effectiveness at Farmers Insurance - eMarketer
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eMarketer Interview

Predictive Analytics Boost Personalization Effectiveness at Farmers Insurance

Preview from eMarketer PRO

An interview with

Chris Ciccarello

Senior Director, Pricing and Customer Analytics, Farmers Insurance Group

Interview summary

Though traditional metrics still play a role in brands’ marketing strategies, predictive technology is what keeps companies moving forward. Predictive tools make historical data actionable, and enable brands to make more informed marketing decisions. Chris Ciccarello, senior director of pricing and customer analytics at Farmers Insurance Group, spoke with eMarketer’s Maria Minsker about how predictive analytics help strengthen the brand’s personalization efforts.

Interview

eMarketer: How does predictive technology fit into your overall approach to marketing?

Chris Ciccarello: It’s a key part of the marketing strategy. One area of focus is understanding how long we will retain specific customers and how we can grow our business with them. We use historical data to figure out what appeals to customers and use predictive tools to project that into the future and determine the right products and messages for them. It helps ensure that we get the right mix of spending and optimize what we’re putting out into the market.