What was your process for selecting Anthem as your solution partner?
I distributed a number of RFPs. From colleagues in the Columbus Market that I had worked with prior that were doing similar projects, I had just got some advice as to who I should contact and they were part of an RFP process. I sent it to four firms and they impressed us the most.
Could you describe the scope of the project?
I would consider them an extension of the marketing department. They took what was a very messy, convoluted, old database system, and transformed that into a usable marketing database. They did all of the cleansing, hygiene, and matching. They created various groupings of customers with the historical legacy information. They performed the data transformations and they built all of the segmentation strategies. From what we learned from appending all of their proprietary data to our customer database, we were able to build nine unique segments of our customers. From there, they handled all of the modeling for each campaign. They helped determine who to target depending on what the goal of the campaign was. They're responsible for all of our direct mail campaigns. They also performed predictive modeling to understand who in the market we could hypothesize would have the same behaviors with our customers.
What technologies were used?
They used SAS software systems. They have an expansive staff composed of statisticians and analysts working with the platform and data.
Could you give me a sense of the size of that initiative in either monetary terms or personnel work hours?
I’m allowed to share financial information. We had about five people at Anthem that were devoted to our account. They were at our beck and call when we needed anything as far as ad-hoc projects because they didn’t just stick to their base analytics.
They also performed a significant amount of ad-hoc work for the company. The company was far behind as far as technology is concerned and we look to Anthem for trending, patterning and understanding basic information. This includes profit margins, process efficieny, etc. Anthem has been invaluable from the ad-hoc perspective.
When was the last milestone or project completed?
I hired them in May, 2011. We had our first database analysis presented to us by that August. Segmentation was delivered to us by February of 2012. We then began to test the configured segmentations for our direct mail campaigns. The next piece required developing an e-mail drip campaign based on our segmentations. That last milestone was deployed in April.