Integration web and app data contributes to a 360-degree customer view

Univé

Customer case
Technical Web Analytics
Data consultancy
Server-side tracking
Data quality infrastructure

Joachim van Biemen

Commercieel Manager Data Engineering

5 min

31 Jan 2023

Univé is a Dutch insurance company that offers insurance, financial products, and services to both consumers and businesses. The company is focused on providing high-quality service and helping customers make responsible financial decisions. Since 2014, we have been working closely with Univé.

One of the first projects we carried out was to merge app & web analytics into one report suite. After merging this data, it became possible to do analyses across the online domain, instead of in silos. Find out here how we tackled this process.

To help Univé with a 360-degree customer view, we extracted their data from multiple sources and brought it together in a server-managed data platform. In this way, Univé can, upon user consent, offer its customers a personalised experience, optimise marketing activities and integrate machine learning in decision-making processes. They called in the help of our Technical Web Analysts for this.

Our approach

Integrating the web and app data into one data platform consisted of 3 steps:

1. Opening up data sources in Tealium server-side

Initially, the app and web data was sent directly to Adobe Analytics. We added a step to this: the data now goes through Tealium server-side to Adobe Analytics. For example, the app and web data come together before the analytics source. The advantage of this is that all data goes through one central data platform. The data is processed and deployed centrally from this platform. For example, we can optimise the insurance rates for non-life insurance in certain regions. In this way, the user only sees the relevant pages.

2. Add visitor and consent stitching

To optimise the quality and reliability of the profiles, we applied visitor stitching and consent stitching. Visitor stitching ensures that Univé can recognise its customers when they navigate from the app to the web environment or log in. Consent stitching ensures that the cookies on the website are automatically saved if the user has accepted them in the app.

3. Adding the app data in the web data models and sources

We integrated the app data into our web data models and sources in Tealium server-side and Microsoft Azure. Univé runs advanced analytics and machine learning models in Azure. Based on these insights, Univé can optimise marketing activities, prices and products.

Result

The integration of the web and app data in Tealium server-side contributes to the 360-degree customer view. With the help of Consent stitching, Univé can manage marketing campaigns more efficiently and offer users a personalised experience. For example, Univé can provide customers who have already taken out insurance with information about service and the possibility of claiming damages. The customer will no longer receive marketing messages about taking out new car insurance.

This customer experience contributes to Univé's mission: to offer a personalised experience on all available channels. In the future we will also apply this personal user experience in the app.

Our client's experience

univé logo

Wilbert Beelen, Product Owner

"In the two-and-a-half years I have now been working with Digital Power in my role as Digital Data Product Owner, I see them as an extension of our own capabilities. Digital Power's Technical Web Analysts are great at translating tactical questions into operational deployment. In doing so, they ensure that we optimise our digital activities based on available and relevant data.

In addition, as a spider in the web, the specialists help to translate commercial needs into technical developments, thus helping us embrace this towards the next phase of data maturity."

Want to know more?

Joachim will be happy to talk to you about what we can do for you and your organisation as a data partner.

Joachim van Biemen

Commercieel Manager Data Engineering+31(0)20 308 43 90 +31(0)6 23 59 83 71 joachim.vanbiemen@digital-power.com

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