A Health Insurance Provider Builds a Strategic Analytics Function

Operating on an independently owned, state-by-state model, this national health insurance provider had no centralized data standards, reporting, or shared resources to fall back on. The Digital Platform & Data Optimization team for one eastern division felt that gap directly: campaign classification in Adobe was time-intensive, inefficient, and left plenty of room for manual error, with no full view into their own data or the performance of their programs. The dashboards they did have were overly complex and cluttered with data nobody needed — useful only to someone with a strong analytics background, which ruled out most of the marketing team.

The Solution: Standardized Templates, Connected to Adobe

The team needed a pre-campaign tool that could integrate with Adobe Analytics and organize their data upfront, so reporting could actually be useful downstream. They chose Claravine’s Data Standards Cloud to establish data standards and improve performance tracking across their marketing programs.

Standardized templates became the starting point across every marketing function — a blueprint smaller teams within the region could follow for their own campaign data. Connected templates saved time by collecting only the data a given team was responsible for, then passing it forward through the next template in line, with an automated approval process giving admins a way to manage the workflow while keeping checks and balances intact.

Connecting Claravine to Adobe Analytics let the team view campaigns through side-by-side, multiple-dimension columns. Every new campaign built in the Data Standards Cloud has its metadata automatically mapped to Adobe classifications, so when data pushes out to Adobe Analytics, that metadata travels with it — keyed to the campaign tracking code. The result is a simplified dashboard and intuitive reporting that lets an analyst walk a senior leader through performance using visualizations they understand without a separate explanation.

Looking Ahead

The team went from a disorganized marketing operation — each functional area working independently and inconsistently, with no shared insight into what was actually driving results — to a sophisticated, planful, coordinated group executing high-quality marketing. They’re now extending the Claravine process into content and creative optimization, building toward one holistic approach to campaign planning and execution.