SpainFinance and insurance2023 – ongoingMAPFRE Iberia
Lead prioritization with Vertex AI predictive models
MAPFRE Iberia doubled its lead-to-customer conversions after predictive models ranked its sales leads
Problem
MAPFRE Iberia had more than 7 million customers, but until 2021 its customer data sat in silos. Marketing teams did not know where to focus their segmented efforts for the most effect.
Approach
MAPFRE Iberia centralized its first-party data in BigQuery. It then built and maintained predictive models in Vertex AI to understand customers' needs and to rank leads by how likely they were to convert. Marketing resources were directed to the leads the models ranked highest.
Results
Takeaway
The insurer got its conversion gain by pointing existing marketing effort at the likeliest leads, after it first brought its customer data into one place.
Categories
- Size
- Large enterprise
- Industry
- Finance and insurance
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Predictive analytics and ML
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Vendor case study
Sources
Source summaries
Google Cloud's customer story describes how MAPFRE Iberia centralized its customer data in BigQuery and used Vertex AI models to prioritize sales leads. It reports that lead-to-customer conversions doubled. The page carries no date; the Internet Archive first saved it on January 25, 2023.
Full details are in the original sources.
