Four Tips on How Blue Cross Blue Shield of Michigan Drives Efficiency with Marketing Analytics

06.15.2020
Loretta Shen

These days, successful healthcare marketers need to combine their industry-specific requirements with an agile and digitally-focused mindset to navigate the ever changing landscape, especially with growing uncertainty brought on by the COVID-19 pandemic.

Healthcare marketers must balance creating an engaging member, patient, and healthcare provider experience with the imperative to optimize marketing spend and drive efficiency across all their programs. As healthcare marketers continue their digital transformation journeys, they can turn to data and marketing analytics to keep a close pulse on campaigns and find certainty in their strategies.

Blue Cross Blue Shield of Michigan (BCBSM) is doing just that with Datorama. By using data to monitor and react to trends around public health concerns, remote work, cross-channel communications, and new technology solutions, they’re creating more value with every dollar spent to achieve maximum ROI and efficiency. All of this work is underpinned with a strong dedication to customer experience. With a single system of record to understand performance across all customer touchpoints, BCBSM is able to ensure that while customers undergo changes across their healthcare needs, BCBSM’s marketing efforts are providing the most relevant, empathetic, and informative content and messages to inform their coverage needs.

Read on to learn how Michigan’s largest healthcare insurer drives efficiency and valuable customer relationships with marketing intelligence.

1. Identify and prioritize your data sources
Marketers today have a wealth of data sources at their fingertips. Between email, web, display ads, and social, it’s hard to know what data to prioritize and what’s working and what’s not.

BCBSM started by digging in and identifying which data sources should take priority. With volumes of data from sources including Salesforce Marketing Cloud, Google Analytics, social media, and more, BCBSM needed a way to organize them. As a first step in creating their marketing measurement strategy, they worked with external partners and engaged leadership to maximize focus on the sources that matter most and then connected them to a single system of record: Datorama.

2. Catalog campaigns
Don’t get lost in the data! It’s vital that marketers develop a sound organization system for all campaigns and that they don’t lose track of all of the data generated once campaigns conclude. Cataloging campaigns means easy access and analysis, in order to find critical information further down the road.

BCBSM focused on making their catalog robust and detailed, so they could easily locate campaigns by the identifiers that were most important to different segments of their organization. With a single view of all marketing activities in Datorama, the team is able to collaborate and track the ads, emails, landing pages, and assets for each initiative they’re running. As a result, BCBSM is able to pivot or double-down on campaigns to ensure they are effectively resonating with customers and helping forge long-term, trusted relationships.

3. Set up naming conventions and taxonomy
The next step in organizing campaigns is developing sound naming conventions to ensure consistent taxonomy and data hygiene. This is the cornerstone of reporting and optimization.

When considering the naming conventions, BCBSM needed to consider the audience for their measurement reports and analytics– their executive leadership team. This meant considering naming conventions that would be most useful for the leadership team to digest and understand the data versus terms they were familiar with within the smaller reporting and analytics team.

4. Align across functions
Cross-functional alignment is key, especially at times when teams are fragmented and working in physical silos. Align your process with other business units that own data that the marketing team uses or is looking to connect. By aligning your visions and goals across teams, all functions and roles can get involved and supercharge marketing analytics at scale.

While the reporting and analytics team at BCBSM is a small part of the overall business, they wanted to make a large scale impact, move the needle and grow their assets. To do this, they initiated meaningful and consistent conversations with other departments to ensure they were aligned across key goals, KPIs and reporting.

With all groups across the business aligned to a single marketing system of record, BCBSM is able to share resources and data across teams and ultimately gain a fuller picture of the overall business and of their customer.

To learn more about how Blue Cross Blue Shield of Michigan drives efficiency with Datorama, check out our webinar with Christopher Nagrant, Reporting, Analytics & Innovation Manager at Blue Cross Blue Shield of Michigan.

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