A new campaign powered by dynamic customer segmentation
A digital campaign built around dynamic customer segmentation tools has launched for Porówneo.pl, Poland's leading insurance comparison platform. The campaign provides sales support for the company's current television advertising, with digital activities designed to capture key data points in the insurance purchase process.
Through this data, dynamic profiles of potential Porówneo.pl customers are built — enabling increasingly precise targeting at every stage of the conversion funnel. The collaboration is intended as a long-term partnership.
The challenge: addressing consumer anxiety around online insurance
The primary goal of the campaign is to address the main concerns consumers have about purchasing insurance policies online. As Tomasz Iwaszkiewicz, CMO at Porówneo.pl, explains:
"We invest in modern technologies that we use at every stage of customer service. Particularly in the traffic acquisition phase, intelligent use of modern technology allows us to reach customers who are genuinely interested in our product with maximum precision."
How Data Management Platform technology powers the campaign
The campaign's digital activities are prospecting-focused, with customer acquisition online driven by a Data Management Platform (DMP) — specifically its dynamic customer segmentation and message personalisation tools.
Activities are deployed across three key channels: affiliate marketing, programmatic advertising, and Facebook.
The DMP enables the collection of insights about anonymous (unidentified) users who have had contact with Porówneo.pl advertising. Based on their reactions and behaviours — including interactions with the car insurance (OC/AC) calculator — dynamic profiles of potential customers are created.
Depending on the sales potential of individual segments and based on the data collected, personalised acquisition scenarios are then executed. Leads (identified customers) gathered in this way are classified and put through a lead nurturing process using marketing automation.
From anonymous visitor to loyal customer
The campaign represents a modern approach to performance marketing: rather than targeting broadly and hoping for conversions, it builds a progressively refined understanding of each anonymous visitor's purchase intent — and only then engages them with personalised messaging.
This kind of data-driven acquisition model is exactly what GrowthLift enables for advertisers across affiliate, programmatic, and social channels.
