{"id":88096,"date":"2023-08-23T11:23:39","date_gmt":"2023-08-23T18:23:39","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&p=88096"},"modified":"2025-03-05T07:49:13","modified_gmt":"2025-03-05T15:49:13","slug":"how-generali-leveraged-ai-based-website-individualization-to-increase-close-rates-by-24","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/how-generali-leveraged-ai-based-website-individualization-to-increase-close-rates-by-24\/","title":{"rendered":"How Generali Leveraged AI-Based Website Individualization to Increase Close Rates by 24%"},"content":{"rendered":"\t\t
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Case Study<\/span><\/p>

\"Generali<\/p>

How Generali Leveraged AI-Based Website Individualization to Increase Close Rates by 24%<\/span><\/h1><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

Generali Poland, a part of the renowned Generali Group, is a leading insurance provider offering comprehensive solutions tailored to customers' needs. With a rich history dating back to 1831, Generali operates in over 50 countries with 82,000 employees serving 68 million customers worldwide. In Poland, Generali offers a wide range of insurance products, including car, home, business, life, and agriculture insurance, as well as pension and investment funds, through its trusted brands such as Generali, Proama, and Generali Agro.<\/p><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

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The Results<\/h2>\n

By partnering with Zeta and implementing AI-based omnichannel marketing, Generali and their agency, Media & Leads Polska, were able to deliver an enhanced digital experience that echoed their values, increased online engagement, and generated highly qualified leads.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tImpact<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tIncreased conversion rates\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tof sales-ready leads\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The Challenge<\/span><\/p>

Fragmented Technology and Low-Quality Leads<\/p>\t\t\t\t<\/h2>\n\t\t\t\t\t\t\n\t\t\t\t

Generali Poland was facing\u00a0challenges with its marketing technology, hindering the team\u2019s ability to create effective, engaging campaigns\u00a0in previous years. Disparate data from a variety of tools rendered it virtually impossible to create a unified view of customers. This resulted in a disjointed multichannel communication strategy, lower-quality leads, and a prolonged sales process. To grow in the highly competitive insurance market, Generali knew they needed to find\u00a0better solutions.<\/p>\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t

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The Solution<\/span><\/p>

AI-Based Individualized Website Experiences<\/p>\t\t\t\t<\/h2>\n\t\t\t\t\t\t\n\t\t\t\t

After vetting multiple vendors, Generali implemented the Zeta AI-Powered Marketing Cloud to better engage their customers. To pilot the technology, Generali decided to focus on enhancing website activation with the goal of increasing lead quality. By leveraging Zeta's technology, Generali was able to eliminate their existing data silos to create a unified customer view and interact with website visitors in real time. Instead of relying on rules-based personalization, Generali crafted individualized experiences that changed depending on engagement levels and behavior, building immediate rapport with visitors through messaging and promotions that felt authentic.<\/p>

Zeta's scoring engine and website personalization tools enabled Generali to activate their first-party data and scale across various insurance verticals, resulting in hundreds of sales-ready leads. Unlike their previous lead generation efforts, these leads were well nurtured and closed at a 24% higher rate, ultimately reducing time to close and driving more incremental revenue at an even quicker pace for the business.<\/p>

Impressed by the exceptional quality of Zeta-driven leads, Generali's call center team expressed interest in sourcing similar leads for other business units, leading to discussions about incorporating additional modules from the Zeta platform. Looking forward, Generali aims to leverage AI-powered audiences for retargeting purposes across other channels to create individualized omnichannel experiences.<\/p>\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t

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\u201c<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

\"Having measured the impact of Zeta's AI-Powered Marketing Cloud across website activation, we are now expecting to roll out other channels (social and programmatic) in order to consolidate the omnichannel experience.\"<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
- Krzysztof Surowiec<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
Generali Ecommerce Manager<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Unlock the Power of Data-Driven Engagement with Zeta<\/p><\/div>\n\t\t\t\t

Experience the remarkable impact of omnichannel engagement with Zeta's revolutionary AI-powered marketing cloud. To discover how Zeta can help engage in-market customers faster and more efficiently to increase conversions and build meaningful relationships, contact your dedicated Zeta sales or account representative today.<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tRequest A Demo<\/button>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tRelated Products and Solutions\t\t\t<\/div>\n\t\t\t
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\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\tZeta Marketing Platform\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\tCreate individualized experiences and drive outcomes throughout the customer lifecycle.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\tOmnichannel Marketing\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\tPositive but disconnected brand interactions aren\u2019t cutting it\u2014consumers want an integrated, seamless experience across devices and channels.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Generali was struggling with low-quality leads and disparate data. Zeta helped them create AI-based individualized website experiences. See the results.<\/p>\n","protected":false},"author":16,"featured_media":88255,"menu_order":0,"template":"","tags":[1057],"insight-category":[2],"class_list":["post-88096","insight","type-insight","status-publish","has-post-thumbnail","hentry","tag-fin-serv","insight-category-case-studies","industry-financial-services-and-insurance-fsi","topic-data-and-identity-cdp","topic-programmatic-dsp","topic-omnichannel-marketing"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":"2","_yoast_wpseo_primary_category":null,"_wpml_media_has_media":null,"yoast_head":"\nCase Study: AI-Based Website Individualization<\/title>\n<meta name=\"description\" content=\"Generali was struggling with low-quality leads and disparate data. 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