Insurance House VSK completed a pilot project to implement the Data Marketing platform

2025: Data Marketing Platform Pilot Implementation

Insurance House VSK completed a pilot project on import substitution, introducing the Russian platform Data Marketing, which replaced the previous SAS Marketing Automation (SAS MA) solution. Data Marketing reported this on February 10, 2025.

This step became an important element of the company's strategy and allowed automating key targeted marketing processes. As part of the project, the system was integrated into the customer's management and tested on a limited client base using SMS and email channels. During testing, key parameters such as functionality, ease of operation, speed of processing requests and possible difficulties when using were checked. According to the results of the pilot project, VSK Insurance House came to the conclusion that the Russian Data Marketing platform not only meets expectations, but also exceeds them. The marketing automation platform has all the necessary functions to meet the current needs of the customer's business and meets the requirements of the IT architecture. As a result, it was decided to completely switch to this decision, which is planned to be completed by the end of the first quarter of 2025.

It is especially important that the Data Marketing platform allows you to segment the customer base and configure automated, multi-step, personalized marketing campaigns. As part of the work, access to all communication policy management functions and message templates, as well as the ability to process streaming events, is open, which ensures real-time interaction with clients through various contact points. The platform provides deep analytics and process automation to effectively manage the customer lifecycle. This solution is ideal for organizations of all sizes and industries looking to optimize their marketing strategies and increase revenue.

The Data Marketing platform provides opportunities to automate customer interactions, a key driver of business growth. We are confident that the implementation of the system will have a positive impact on our financial and product performance, as well as improve the personalization of offers and integrate machine learning elements to optimize costs and increase conversion, said Olga Sorokina, member of the Board of Directors, Deputy General Director for Business Development of the Insurance House VSK noted.

The key achievement of the project was not only the complete automation of existing targeted marketing processes, including integration with communication channels and the collection of data on customer actions, the launch of the main mechanics of mass address communications, but also a significant expansion of the ability to personalize offers for customers. All offers for insurance and information products are planned to be transferred to the Data Marketing platform. The project made it possible to implement a fundamentally different approach to interaction with our clients, which contributes to a multiple increase in the number of marketing mechanics used and a significant increase in customer coverage.

The results of the pilot project showed that the functionality of our platform fully covers the current needs of the insurance company, opens up opportunities for business growth. When developing our solution, we took into account the accumulated expertise and local features of the market, adapting our platform to the technological features of the Russian market. The pilot project took 4 months, it is planned to completely switch to this solution by the end of the first quarter of 2025. Automation of customer interaction is a key driver of business growth, which is critical in the current environment. Thus, the pilot project confirmed our ability to provide high quality services and maintain partnerships at a level consistent with customer expectations, noted Anton Podshibyakin, founder of Data Marketing.