Fidelity Life | eFinancial
Head of Digital Marketing & Customer Experience
Challenge
I stepped into the role with a significant gap. There was no reliable measurement telling us which media was actually driving business. Without that, every media dollar was a guess, and every budget conversation was an argument about opinions.
Approach
The analytics foundation came first. We brought in both marketing mix modeling and multi-touch attribution so media effectiveness and efficiency could be evaluated from two angles instead of one. Where the two disagreed, that disagreement itself became useful signal.
On search, we built a Total Search roadmap that planned SEO and paid search as one strategy rather than two programs occasionally bidding against each other. We used Invoca's AI call signals to connect digital intent to what happened on the phone, a channel that purely digital attribution models tend to lose entirely.
On conversion, we ran a disciplined CRO, A/B, and multivariate testing program, and integrated voice of customer data (Trustpilot, star ratings, NPS) into CX strategy so test priorities reflected what customers were telling us.