SBI General goes beyond lead tracking with Micro Funnel Conversions in GA4
SBI General Insurance needed detailed insights into every step of their digital user journey.
Merkle Sokrati's advanced analytics capabilities helped optimize the micro-funnel to reduce leakage in the multi-step journey.
We implemented Micro-level funnel tracking to track user behaviour at every step of the buying journey.
Website visitors were segmented based on micro triggers that signalled their macro purchase intent.
A Micro Funnelling model (using raw data and BigQuery) helped quantify the intent for each lead. The CRM data was further enriched with demographic insights from GA4 to create better customer segments.
This stitched data allowed us to create remarketing audiences based on not just their website interactions but also their sales lifecycle status.
We helped SBIGI successfully upgrade to GA4 within 30 days.
By implementing Micro level funnel tracking, the customer journey was decoded to identify the drop-off points in the form-filling process. It also allowed us to remarket the high-intent customers with the right products and decrease drop-offs.
Micro Funneling helped us to prioritize high potential leads first based on their propensity to convert.
Greater visibility on post-lead capture metrics of each audience demographic enabled precise media targeting resulting in lead cost and quality efficiencies.