Allianz: Optimizing Customer Acquisition Strategy using Machine Learning
Brié, Bjarne Distelmans, Tineke Stouthuysen, Kristof Verdonck, Tim Grumiau, Christopher Thoppan Mohanchandralal, Sudaman
Brié, Bjarne
Distelmans, Tineke
Stouthuysen, Kristof
Verdonck, Tim
Grumiau, Christopher
Thoppan Mohanchandralal, Sudaman
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Supervisor
Publication Year
2022
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Book
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Publication NUmber of pages
9
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Abstract
In October 2019, the regional chief data and analytics officer at Allianz AG, Belgium, attended a two-hour strategy meeting with the Allianz Benelux chief executive officer, who had expressed concerns about the company’s digitalization strategy. A few days earlier, the marketing department had found that online sales channel results had fallen unexpectedly. The chief executive officer was worried that the company could lose market share if it did not react accordingly, which would damage the company’s competitive position in the market. Therefore, the regional chief data and analytics officer was asked to gather a team to investigate why online sales were low and to design an effective customer acquisition strategy. In addition to his data office staff, the regional chief data and analytics officer asked for the business transformation unit to provide assistance. He had to consider how best to approach this challenging task.
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Keywords
Machine Learning, Customer Acquisition Strategy, Insurance, Data Science