Unlike most insurance companies, Esurance was born during the data-hungry digital era in 1998. So it's no surprise Esurance CMO Alan Gellman's marketing division and the rest of the Allstate-owned firm employ its rich customer data not only for marketing but for customer experience and product development. That approach has led to an innovative pay-per-mile offering for customers in bicycle-friendly Oregon, where some drivers own a vehicle but often choose to commute on bike or by public transportation. It's also evident in the company's website, which uses algorithms to prioritize coverage options displayed to potential customers.
"Data and the use of information is the heart and the core of our DNA at Esurance," said Mr. Gellman, himself a cycling enthusiast with a penchant for self-quantification. "My friends tease me about how data-oriented I am even with the bike."
As Esurance was an early adopter of search marketing, the provider of auto and homeowners insurance has incorporated non-traditional channels like Twitter into its marketing efforts. For this year's Super Bowl, the company complemented a pre-game spot with a Twitter sweepstakes, automatically entering people into a $1 million giveaway contest when they retweeted the firm's tweets.
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