Great-West Selects Cohorts Segmentation System

Share this article:
Looking Glass Inc. announced yesterday that Great-West Life & Annuity Insurance Company in Greenwood Village, CO, has selected its Cohorts household-based consumer segmentation system.


Great-West will adopt Cohorts' Proof of Concept service to analyze a sample of the company's customer portfolio. The Cohorts POC analysis will enable Great-West to identify key customers within the test group, including their purchasing habits, channel behaviors, demographics, and lifestyles. Cohorts, Denver, CO, will then work with Great-West to target messages to these consumers.


The Cohorts POC effort is expected to improve Great-West's ability to retain and grow the lifetime value of its customers through more effective communications and promotions. Increasing the lifetime value of customers is a standard measure of marketing success in the financial services sector.


"The Cohorts POC test package brings a bottom-line benefit to versioning our direct marketing campaigns," said Cherie August, marketing manager at Great-West. "Once we learn what works, our next step is to integrate Cohorts solutions across all our bank partner direct mail programs."


Based on household-level information, Cohorts divides U.S. households into groups that share distinct demographic, lifestyle, and consumer behavior characteristics.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Epicor to Acquire Analytics Provider QuantiSense

Epicor to Acquire Analytics Provider QuantiSense

Retail solutions provider seeks to up its data analytics game for large and midsized retailers.

One Third of Companies Fail to Measure Data Quality ROI

One Third of Companies Fail to Measure Data ...

Twenty percent of companies assume their data quality tools pay off, while another 10% doesn't monitor ROI at all.

Ensighten and Anametrix Unite in an Open Relationship

Ensighten and Anametrix Unite in an Open Relationship

Ensighten's purchase of the analytics company is about giving ultimate ownership of data to marketers, says CEO Josh Manion.