8 Billion Rows Later: How a National Insurer Built the Foundation for 4X Ad Efficiency
By modernizing its measurement infrastructure, a leading insurer unified fragmented data across channels and regions — unlocking real-time insights and 4X greater ad efficiency.
Client: National U.S. Insurance Provider
Problem
A leading U.S. insurer's data was dispersed across internal systems, regional activations, and multiple digital platforms — making it impossible to see what was actually driving performance, especially during high-investment campaigns.
Solution
The insurer partnered with Marketing Evolution to implement a custom-built data infrastructure to ingest, clean, and harmonize marketing data across all campaigns and channels in real time:
Rebuilt reporting taxonomy — redesigned effectiveness metrics to reflect omnichannel strategies
Enhanced data accuracy — refined digital inputs and integrated geographic granularity into core KPIs
Connected local and national data — linked search, social, and display performance to regional sales results
The scale: 2.5 years of historical data revalidated, 3 TB of new input data processed, 2B+ rows ingested, 8B+ rows of attribution output generated.
Insight
Testing 30s vs. 60s ad formats during a major 2024 TV campaign revealed that both drove equal brand and engagement impact — but the 30s spot delivered 4X greater efficiency through lower CPMs, despite less investment.
Results
4X greater ad efficiency (30s vs. 60s spot)
8B+ rows of attribution output
Faster creative and media decisions
Scalable, AI-powered foundation for ongoing optimization