Alteryx > Case Studies > Health Insurance Company Boosts Email Campaigns with Alteryx

Health Insurance Company Boosts Email Campaigns with Alteryx

Technology Category

Application Infrastructure & Middleware - Database Management & Storage
Infrastructure as a Service (IaaS) - Cloud Databases

Applicable Industries

Equipment & Machinery
Telecommunications

Applicable Functions

Sales & Marketing
Warehouse & Inventory Management

Use Cases

Picking, Sorting & Positioning
Usage-Based Insurance

About The Customer

The customer in this case study is an American health insurance company's Medicare Marketing department. The department was primarily focused on acquisition efforts and had no retention efforts in place. They were tasked with promoting electronic communications as a cost-saving initiative and to begin dialoguing with members outside of the CMS mandated materials. The department was also responsible for collecting data from these communications to give to vendors for message delivery and trend reporting. The goal was to start collecting member email addresses and opt-in preferences to be used in future communications.

The Challenge

The Medicare Marketing department at an American health insurance company was facing a significant challenge due to the lack of a data solution for pulling and outputting non-mandated marketing campaign data, particularly for email campaigns to existing Medicare members. The company had no CRM tool or database, and the data source systems operated in silos, making it difficult to access and consolidate data for campaign creation. The company was primarily focused on acquisition efforts, with no retention efforts in place. The goal was to start promoting electronic communications as a cost-saving initiative and to begin dialoguing with members outside of the CMS mandated materials. The department was tasked with collecting data from these communications to give to vendors for message delivery and trend reporting.

The Solution

The company adopted Alteryx Designer to handle the data lifting. Alteryx Designer was used to pull in three pipe delimited files on the network, clean and output them as three Alteryx files. These files were then used as the source data for all campaign processing and reporting. For the actual campaign, several workflows were built off one standard template which reads from the three main files. Other Ad-Hoc Excel and text files, based on the campaign channels and data requirements, were brought into Alteryx as needed. In-DB tools were used to connect to the enterprise data warehouse in Teradata for data on campaigns where members were targeted for preventative care reminders or prescription refill reminders. A daily workflow was run that sent an email with attached outputs to review the daily audit reports, ensuring timely uncovering of any data issues for the daily mandated campaigns.

Operational Impact

The adoption of Alteryx Designer has significantly improved the company's ability to execute email campaigns. Without Alteryx, the company was limited in the scope of campaigns they could execute. With Alteryx, they were able to increase the number of campaigns from 4 in 2015 to 31 in 2018. The campaigns have also been well-received by members, with nearly 50% open rates. The company has also experienced cost savings from these campaigns, which more than covers the licensing costs for Alteryx. Additionally, the company has seen improved retention rates for membership, which decreases costs and improves member satisfaction. Reporting results has also been made easier with the use of Alteryx in combination with Tableau.

Quantitative Benefit

Managed to execute 31 campaigns in 2018, up from 4 in 2015
Achieved nearly 50% open rates on these campaigns
Experienced actual cost savings from these campaigns of between $25-65K per year