A leading insurance company wanted to assess their brand equity by measuring the impact of brand knowledge on consumer response.

• The project was completed in about 1.5 months with the majority of the time being spent in data collection.
• The AbsolutData team worked closely with the client, making sure it fully understood the requirements so that the analysis was more actionable.
• We carried out an online survey to gather data across different market segments for the various insurance products on offer.
• The Market Mix Models relate changes in sales to changes in marketing activities on a weekly basis. The framework enabled us to identify the incremental sales due to the various marketing mix components.Funnel analysis was done for relationship stages of the respondents with their preferred insurance company and the results were compared between the client and its competitors.
• Key Drivers which contributed to deepest levels of customer commitment were identified.
• Complex Pathway models were created to evaluate the brand equity and measure the key attributes leading to it.

• A much better understanding of the factors that drive a strong customer relationship emerged out of this study.
• Impact of attributes resulting in high brand equity and their inter relationship was evaluated.