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 robust and 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 to evaluate 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

• Client was able to develop better understanding of the factors that drive a strong customer relationship emerged out of this study
• We also evaluated impact of attributes resulting in high brand equity and their inter relationship