S P E C I A L I S T I N S I G H T
S P E C I A L I S T I N S I G H T
With evolving privacy regulations and the decline of third-party cookies , accurate conversion tracking has become a challenge . Sanlam , a leading financial services provider , partnered with Incubeta to implement Google ’ s Enhanced Conversions and Performance Max , dramatically improving its data collection and campaign performance . In this interview , Kelly Driscoll , Head of Demand Generation at Sanlam , shares how first-party data powered their strategy , the role of video in engagement and what ’ s next for Sanlam ’ s marketing evolution .
Kelly Driscoll , Head of Demand Generation at Sanlam , commented : “ For the first time in 2023 , our brand campaign strategically leveraged the full funnel to drive first-party data acquisition and leads to various business units , and it yielded exceptional results . Not only did we surpass our targets well ahead of schedule , but the data empowered us to better leverage our campaign and increase and decrease leads in line with our call centre ’ s capacity . This success underscores the effectiveness of our approach and its ability to drive meaningful engagement and business growth .”
Kirsten Fynn , Account Director at Incubeta : “ By combining Enhanced Conversions and Performance Max , we were able to navigate the challenges posed by evolving privacy regulations and Google ’ s ever-shifting stance on the depreciation of third-party cookies , allowing us to bolster Sanlam ’ s conversion accuracy and drive tangible results for its Life of Confidence campaign .” anlam needed to find a way to collect firstparty data which would initiate an email
S acquisition journey for potential clients and drive qualified leads to its call centre – something they had never attempted before .
Working with digital marketing partner Incubeta , the team utilised Google ’ s Enhanced Conversions and Performance Max features to craft a bespoke strategy that improved the accuracy of Sanlam ’ s conversion measurement .
After seamlessly integrating with the Search Ads 360 ( SA360 ) platform , Enhanced Conversions enabled the refinement of conversion measurement in a way that respected user consent preferences . Alongside this , Performance Max bolstered conversion accuracy , thanks to its ability to optimise across all Google channels , including Search .
Whenever a lead form was submitted , the captured first-party data was channelled through Google Tag Manager . From there , the hashed data was matched against Google ’ s logged-in user data , and an enhanced conversion was reported in SA360 .
The approach delivered tangible results for the Life of Confidence campaign , where Sanlam experienced a significant improvement in conversion tracking accuracy and saw notable advancements in campaign performance .
Sanlam achieved an incredible 191 % increase in total lead form conversions and a 343 % boost in Performance Max campaign conversions . With a yearly target of 20,000 email sign-ups , Sanlam soared past this goal by achieving more than three times that number . The company is now rolling out Enhanced Conversions across the full business ’ s marketing campaigns .
By utilising this technology , Incubeta helped Sanlam to completely undermine the fears surrounding decreased data collection methods , actively increasing its firstparty data collection and demonstrating the power of Enhanced Conversions .
Why did you choose Incubeta ?
We ’ ve been with Incubeta for eight years now – a real feat in the fast-paced world of digital media ! We have a really great relationship ; we love that they are constantly pushing us forward and bringing new ideas to the table . They live and breathe Sanlam and are really an extension of our team . We can always trust them 100 % to do what it takes to make our campaigns a success .
Tell me more about thick data and why this type of data was so important .
Financial services is a very generic industry – a lot of the products are homogeneous , and the messaging and branding are quite vanilla . For our campaign , we wanted to cut through to a real insight that would resonate deeply www . intelligentfin . tech
49