Boosting conversion visibility: Ethias' server-side strategy for enhanced marketing insights

Founded in 1919, Ethias is a leading life and non-life insurance provider in Belgium. Currently ranked as the third-largest insurance provider in the Belgian market, Ethias is headquartered in Liège and employs over 1,800 people.

With a rich history of serving the public sector, Ethias expanded its insurance offerings to the private sector and enterprises in the early 2000s. The company has built a reputation for being accessible and easy to contact, even for individual customers.

Vaimo began supporting Ethias with their Adobe Analytics implementation in 2015 and has driven their growth and analytics development for the past eight years.

Live site

Business area

B2C

Platform

Adobe Analytics

Region

Europe

Industry

Other

The challenge

As more restrictions were rolled out to limit the usage of tracking functionalities across websites and platforms, Ethias’ marketing teams struggled to analyze the performance of their campaigns, especially with Google Ads, Meta, and TikTok. They noticed a loss of traffic and a decrease in the number of reported conversions, making it difficult to build efficient audiences.

The solution

Vaimo implemented Adobe Experience Platform Real-Time Customer Data Platform (RTCDP) connections to strengthen marketing reporting by sharing data server-side. This made it possible to bypass technical tracking limitations (such as ad blockers) and enrich audiences on the platforms by sharing hashed customer data collected throughout the sales process while still respecting user consent choices.

Project delivery

After carefully surveying the marketing technology landscape and considering the current client ecosystem, Vaimo selected Adobe Experience Platform technology to expand the existing Adobe footprint at Ethias further. Close collaboration between Vaimo, Ethias’ data team, and their marketing agencies allowed for a rapid project setup within a few weeks.

The results

Increased conversions: Collected +13% of lead conversions and an impressive +38% of purchase conversions in Meta, helping the team better understand campaign results and tailor and optimize these to further improve performance instead of spending ad budget on low-quality traffic.
Improved audience matching: Enhanced audiences’ match rate and quality by sharing hashed personal data (especially email) in 30 to 80% of conversions. Audiences are thus better suited to each campaign, often avoiding targeting clients with products they already have.
Gained control of personal data: Improved control over shared personal data and the hashing process, reassuring legal stakeholders on the use of Meta and Google, thus strengthening the longevity of the marketing strategy moving forward.

The future

This solution reassured the marketing teams about the quality of their media performance data and strengthened the analysis of ad spend. Building on this success, campaign performance reporting will be further improved by streamlining metrics in Adobe Analytics for end-to-end reporting from impressions to purchase.

Ethias is now looking further to extend the use of Adobe Experience Platform technologies to analyze and optimize both online and offline customer journeys.

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