Overview
“For the first time in 2023 our Brand campaign strategically leveraged the full funnel to drive first-party data acquisition and leads to various business units, and it yielded exceptional results. Not only did we surpass our targets well ahead of schedule, but the data empowered us to better leverage our campaign and increase and decrease leads in line with business capacity. This success underscores the effectiveness of our approach and its ability to drive meaningful engagement and business growth.”
Kelly Driscoll
Head of Demand Generation
Challenge Overcome
Sanlam gained visibility over their conversion measurement – leveraging the full funnel to drive first-party data acquisitions and leads.
Approach Taken
Sanlam worked with Incubeta to identify solutions that weren’t reliant on third-party cookies, and would ensure seamless data collection – leveraging machine learning and first-party data across core Google channels.
Value Delivered
Realizing that evolving privacy regulations and browser restrictions were impacting their measurement accuracy Sanlam implemented a solution that allowed them to refine conversion measurement while respecting user consent preferences. Overall this delivered a 191% increase in Total Lead Form Conversions and a 343% boost in PMax Campaign Conversions.
