Verizon Protect — one of Verizon’s highest-revenue service add-ons — runs limited-time “open enrollment” campaigns to drive new sign-ups. For their latest push, the marketing team wanted to maximise incremental lift by improving how they identified and targeted the customers most likely to enroll.
However, building advanced propensity models and segmented audiences requires heavy technical support, data science bandwidth, and significant time investment. The team knew they had extremely valuable behavioral and event-based data, but needed a scalable, privacy-secure way to activate it without relying on complex modeling workflows.
Using Audience AI, Verizon unlocked human-level customer insights directly from behavioral, interest-based, and event-driven data. Audience AI broadened Verizon’s existing enrollment propensity model by:
This enabled marketers to build optimized audiences faster, without waiting on technical teams, and deliver personalized messaging that more accurately matched Verizon Protect to customers who demonstrated real intent.
Applying Audience AI delivered significant improvements versus Verizon’s traditional targeting strategy:
– 51% higher take rate
– $378,000 in incremental campaign revenue
– Faster and more actionable audience activation
Audience AI generated a materially more effective persona for Verizon Protect, producing stronger targeting accuracy and improved marketing ROI across the campaign.
“We wanted to see if we could take our audience targeting to the next level by leveraging behavioral insights developed with Intent HQ’s platform. Our goal is to create marketing that is so relevant to our customers that they view our messages as helpful suggestions as if we were a friend.
Audience AI is helping us do that by giving our marketers fingertip access to human-level insights and making them truly actionable. The results have been exceeding expectations, sometimes by a very wide margin.”
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