Data-Driven Marketing:
How UNIQA
Cut Conversion Costs by 15%
The Challenge
UNIQA, a leading brand in the insurance sector, needed a clearer view of marketing performance across all channels. Its existing last-click attribution model didn’t account for the broader impact of various touchpoints, particularly upper-funnel and offline media.
Key challenges included:
Fragmented Data Sources: Online campaigns, offline media (TV, OOH), and organic traffic were analyzed separately, making it difficult to evaluate performance holistically.
Limitations of Last-Click Attribution: The last-click model undervalued many channels’ contributions to conversions, leading to suboptimal budget decisions and reduced visibility into true channel effectiveness.
Infrequent Reporting Cycles: With media planning taking place weekly, UNIQA needed access to fresh, full-channel data. Delays in reporting meant decisions were often based on outdated insights.
Maintaining Granular Performance Insights: Any new solution had to support detailed analysis at the level of individual creatives and formats — a key requirement for effective budget optimization.
The Strategy
To solve these challenges, UNIQA implemented sMMMart AI, Salestube’s advanced marketing mix modeling (MMM) solution. The focus was on creating a unified, regularly updated system for measuring performance across all channels without sacrificing the depth of existing reporting.
Unified Data Integration: sMMMart AI’s proprietary connector consolidated data from online and offline campaigns, as well as organic traffic, into a single BigQuery database — enabling full-funnel, cross-channel analysis.
Cloud-Based Advanced Modeling: Built using the Meridian library and Google Cloud’s Vertex AI, sMMMart AI delivered accurate, channel-level insights across the customer journey. This solved the blind spots created by last-click attribution and highlighted the true impact of upper-funnel media on conversions.
Weekly Model Updates: To support UNIQA’s weekly planning rhythm, modeling results were configured to refresh automatically. This allowed the team to make timely, informed decisions based on the latest campaign performance.
Creative-Level ROI Analysis: A custom algorithm allowed analysis down to the level of individual ad formats and creatives. This ensured high data granularity and supported precise optimizations of media spend.