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Arbella Insurance Builds Database Marketing Solutions with One-By-One

Published
  • November 01 1998, 1:00am EST
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BACKGROUND: Arbella Insurance Group, located in Quincy, Massachusetts, is the state's largest writer of commercial automobile policies and second largest writer of personal automobile policies as well as one of the top 90 property and casualty companies in the United States.

PLATFORMS: One-By-One runs on an HP/UNIX running Oracle RDBMS (marketing database), NT server (application server) and 10-15 workstations (each with Oracle Express) at Arbella.

PROBLEM SOLVED: In 1997, Arbella began selling automobile coverage directly to the Connecticut consumer rather than through independent agents as it does in other markets. To successfully launch this effort, Arbella needed to build a dynamic database marketing system that would provide a high level of customer intelligence and analytical support. Using Paragren's One-By-One suite, Arbella built a versatile solution that met the varying needs of three departments: marketing, actuarial and information systems.

The marketing department uses One-By-One to find cross-selling opportunities, employ predictive models and execute other customer targeting techniques. In addition, One-By-One builds a prospect database--with a rich contact history--that allows Arbella to measure the long-term profitability of new customers. The actuarial department can now run rapid, sophisticated data queries, allowing them to recognize market trends and react with effective pricing and product packaging. One-By-One's flexible, low-maintenance architecture lets IS save precious time and resources by leveraging existing technology investments.

PRODUCT FUNCTIONALITY: One-By-One helps businesses discover, establish and grow profitable customers, providing an optimized relationship marketing solution. The One-By-One software suite empowers marketers to execute complex customer acquisition, expansion and retention strategies--quickly and easily. By analyzing market, customer and financial data on a real-time basis, One-By-One helps companies such as Arbella bring strategic insights into marketing plans and make immediate decisions in response to a rapidly changing, competitive marketplace.

STRENGTHS: The strength of One-By-One lies in its ability to pull information from a marketing database and make it available to a wide variety of end-user analysis tools. It delivers data automatically while avoiding the usual layers of complexity inherent in relational marketing databases. More important, the database is not adversely affected by changes in data. Paragren's strong training services complement its powerful software.

WEAKNESSES: A product as powerful as One-By-One has a learning curve and requires bright, inquisitive users; however, Paragren offers its customers a full range of support services for knowledge transfer.

SELECTION CRITERIA: Arbella needed a partner who had expertise in designing powerful, easy-to-use solutions that could be implemented quickly. Because Paragren possesses a tremendous background in database marketing, they knew what questions to ask, helped form an understanding of what would be required and worked to develop and implement solutions to meet the users' needs. One-By-One was selected for its open, flexible and scalable architecture that is platform independent and enhances existing investments in data warehouse, data mining and analytical tool technology.

DELIVERABLES: Inquiries that used to take months can now be resolved in minutes without having to use outside consultants or vendors. Arbella's marketing efforts are efficient and cost-effective. Arbella is easily able to expand products and services and possesses the framework to extend into other markets. With One-By-One, Arbella can automate direct marketing campaigns using only half the time and manpower, translating to a savings of tens of thousands of dollars to the bottom line.

VENDOR SUPPORT: Paragren has done an outstanding job of providing all the necessary support to make Arbella's efforts a success. Paragren provided outstanding consulting services and finished the project on time, within budget.

DOCUMENTATION: Full documentation is available which is clear and easy to understand.


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