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Posted by Ellen Carney on August 23, 2013
The insurance industry is in the midst of a mobile gold rush. Carriers across all business lines have jumped on the mobile bandwagon, rolling out mobile functionality to their policyholders and agents. Many carriers have relied on a single, basic metric to quantify mobile success: app downloads. But as insurers’ mobile strategies are maturing, so too is the demand for more sophisticated proof of mobile’s business impact. But few digital insurance teams possess more than the basics. In our latest Mobile Insurance playbook report, we explore the numbers that can make mobile insurance business plans hum.
Earlier this year, we talked to a number of insurance mobile strategists so we could better understand why so many insurers were behind when it came to mobile measurement. We learned that mobile initiatives have been:
If mobile success depends on mobile measurement, insurers need to confront their measurement strategies head on by using Forrester’s five-step approach to get mobile measurement done right.
With mobile roll outs now becoming material projects, relentless measurement and benchmarking validates mobile business cases and ensures continued investment.
For more information on the mobile insurance measurement challenge, download the full report here. Questions or comments? Feel free to ask them here or directly via email.