BACKGROUND: The Consumer Direct organization of AEGON Special Markets Group historically operated as a traditional direct response insurance company. However, Consumer Direct marketing strategy changed from "product centric" to "customer centric." This meant that customer behavior analysis, advanced segmentation schemes, detailed campaign tracking and compressed campaign cycle time became paramount for Consumer Direct.

PLATFORMS: ideas Solution resides on a Compaq NT server accessing a Sybase database.

Register or login for access to this item and much more

All Information Management content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access