Personalized Surround Marketing Qorus-NTT DATA Innovation in Insurance Awards 2026

Marketing Project Description:

Our marketing project is built on a single innovation: personalization across the full insurance lifecycle, both before and after enrollment. Before enrollment, we use advanced segmentation and modeling to match the right consumers to the right insurance solution, then activate them through coordinated direct mail and digital touchpoints designed to drive response in the channel and moment that works best for them. After enrollment, we extend that same personalized experience through real-time personalized URLs (PURLs) that make enrolling in increased coverage seamless, fast, and always available.

Concept and objectives:

The concept is an omnichannel, data-driven insurance marketing engine that starts with a defined audience and expands to best prospects via segmentation and modeling—so we don’t market to “everyone,” but instead prioritize individuals most likely to respond and become valuable customers.

From there, we align product selection to segment/persona so that the offer is a best fit for the consumer’s needs, improving relevance and response.

The objectives are to (1) improve acquisition efficiency and customer relevance pre-sale, (2) increase conversion by enabling multiple response paths, and (3) drive incremental growth post-sale through frictionless, personalized upsell.

Reasons behind the innovation:

Insurance marketing is intensely competitive, and digital-only outreach is increasingly crowded. This project reflects a deliberate belief that not everything is digital: the strongest performance comes from combining direct mail and digital, powered by data, personalization, and coordinated timing. 

State of competition:

Many market approaches still rely on broad targeting, channel silos, or single-touch campaigns that leave performance on the table. Our differentiation is lifecycle personalization: we don’t stop at enrollment—we build continuity from the first targeted impression through post-purchase upsell, using data, testing, and privacy-safe, identity-based orchestration to stay relevant at every stage.

Sources of inspiration:

The project builds on proven foundations: advanced segmentation and modeling, disciplined testing methodology, and the long-standing value of direct response creative—then modernizes these strengths through coordinated digital integration and personalized digital destinations (PURLs).

Departments involved:

This is a cross-functional effort spanning data/analytics (modeling, segmentation, identity matching), marketing strategy (persona and product mapping), creative (direct response copy and design), digital media, and print production/execution (mail production and drop timing).

Main results so far:

We studied 20 of our insurance programs with financial institution clients. When digital marketing is integrated with direct mail, it increases the average premium by 26.25%