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Dutch Insurance Firm FBTO Achieves 29% Increase in Campaign Profitability Using SPSS Significantly Improves Marketing Results
Source: www.spss.com
Copyright SPSS, Inc. 2005
01/18/05

This is a dated announcement. The material in this announcement could be superceded by more current announcements.

CHICAGO, 01/18/05 — Dutch insurance firm FBTO Verzekeringen has substantially improved the results of its direct marketing campaigns using SPSS predictive analytics software. SPSS (NASDAQ: SPSS), a worldwide leader in predictive analytics software, has helped FBTO realize a 29 percent increase in campaign profitability.

FBTO serves more than 500,000 customers that hold more than one million car, health, home and life insurance policies.

FBTO required a solution that could predict customer behavior and needs, and anticipate customer reactions to special offers. To meet these requirements, it chose

PredictiveMarketing™ from SPSS over other applications on the basis of the accuracy of results and ease-of-use of the software.

Enabling cross-campaign optimization, PredictiveMarketing allows FBTO to determine individual preferences regarding openness to multiple contacts and preferred distribution channels. This insight enables FBTO to select the best offer for each customer, instead of the best customers per campaign. As a result of better allocation of customers across different offers, campaigns have generated 29 percent more profit at the same cost of previous campaigns.

FBTO has also realized new efficiencies across a number of marketing campaigns by deploying SPSS predictive analytics for campaign management. Comparing its previous approach of mass mailings to its new, more targeted approach, FBTO has decreased its direct mailing costs by 35 percent.

Using SPSS to better target its customers, the company’s conversion rate has also increased by more than 40 percent. FBTO’s streamlined customer selection process has resulted in a 500 percent increase in the number of campaigns that can be run, without adding personnel to the FBTO marketing team.

"SPSS enables our marketers to predict the effectiveness of campaigns and increase the efficiency of our entire campaign management process," said Jeroen Pronk, database marketing manager at FBTO.