Anthem

Solution

AI-Powered Tool to Enhance Market Understanding for Anthem

Gaining a deep understanding of your target market can be a complicated and lengthy process, especially for small businesses and entrepreneurs who may not have the resources to allocate towards such research. Anthem had an inaccurate picture of their core customer, hindering sales without them even realizing it. With use of our lead scoring algorithm, they were able to more precisely narrow down their market using statistical and historic data. Through their clearer understanding, they could improve their rate of success for sales while not wasting time on those demographics less likely to use their service. This targeting can get be as intricate as needed, considering factors such as customer age, income, gender, education and many more, creating the perfect metrics for your business.

The process of lead scoring gives a score ranging from A to E to each area on a map. The size and scale of these can be customised tailored to a company’s needs. The grid and the scores it contains, provide an easy and understandable metric that businesses can use as a guide for more strategic approaches to advertising. Maps are created, highlighting each category with different colours, such that a business can assess the overall situation at a single glance.

A flexible system to suit your needs

Anthem found themselves in need of an easily controllable system that could be adapted to their dynamic needs. The lead scoring model provided by UTL allows for tweaks at any point of the process. Thanks to this flexibility, Anthem has already been able to make changes to their marketing strategy. Having a significant presence in a few states, they initially received a report showcasing valuable insight into their current markets. After the initial analysis they decided instead to focus on a single state. Anthem’s adjustments were seamless and did not hinder the algorithm’s operation. Hundreds of features can be found within the system, providing crucial information or forecasts moulded to the company’s needs.

The primary benefit of the system allows them to quickly change data and project focus to reflect the wants and needs of a their business. Anthem was able to specify the location they want to gather information on and determine the relevance of data to their interests. Through the power of AI, lead scoring has become simpler to control and use.

Continuous Improvements for Strategic Development

The models are continuously fine-tuning their results reflecting any changes in the data, which allows the provision of real time information - decreasing errors and minimizing the time wasted on customers that are less likely to be interested in your product or service. This improved understanding of the general market led Anthem to an increase in their profits.

The algorithm can also be used as a tool to help minimize risk when determining the most fertile areas for successful expansion and growth, and for providing invaluable insights into the current market position. Lead scoring has aided Anthem in these areas and has proven to be an important addition to their operations. The custom algorithm will continue to grow alongside the business as they enjoy their success.