AWARDS 2013, CATEGORY 10: The Marketing Practice for AXA Wealth
Shortlist best use of customer insight: ‘Elevate Business Development’
AXA Wealth supplies investment solutions to end customers through Independent Financial Advisers.
It decided to be among the first organisations in a compliance-focused industry to shift the balance back towards helping advisers grow
To drive this, it set an ambitious target for bringing more IFAs onto its Elevate platform.
To achieve the target for AXA we had to work smartly:
• We consolidated a data universe (over 30,000 contacts and 1,000,000 records) by integrating all of the existing data from different sources
• From this new universe we implemented a full segmentation strategy to identify the most promising audience groups for targeting
• We used our insight to tailor messaging and campaign mechanisms to each prospect archetype, tracked their responses and adjusted
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