GPI Holding, one of the leading insurance companies in Georgia, is a member of the Vienna Insurance Group, a major European insurance network. GPI provides a broad range of insurance services, including health, auto, travel, and property insurance, as well as specialized offerings like cancer coverage and corporate health plans. Their website supports online purchasing, enhancing convenience for customers, and is supplemented by various partnerships with banks and other entities. In this case, GPI Holding faced challenges converting website visitors into buyers and optimizing its digital platform for usability and engagement. First, our task was to identify the "right" segment for each product, considering factors such as the user's location, age, interests, and other characteristics.
As for the goals, since GPI offers a wide range of insurance products, simply reflecting a single sale in Google Analytics was insufficient. Therefore, each product was assigned a specific goal, with each goal linked to a unique identifier. This setup enabled us to track and analyze the sales of each product individually, across all sources, providing detailed insights into which products were sold and in what quantities.