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NZ Case Study: First Rate Enables Pinnacle Life to Make Better Business Decisions
First Rate Enables Pinnacle Life to Make Better Business Decisions using Google 
Analytics
October 2011
Pinnacle Life became the world’s first life insurance company selling fully underwritten policies online in 2007 and since then has gone from strength to strength.
For a business utilising both online and offline marketing channels, detailed analytics intelligence is vital. It is important that all marketing activities are accurately measured through to conversion, such as new customer applications. This allows an accurate assessment of marketing spend leading to maximum ROI from all marketing activities, with budget allocated to the most effective channels for continuous campaign improvement.
Pinnacle Life choose to use Google Analytics combined with First Rate’s analytics expertise to deliver this value.
Challenge
The Pinnacle Life website offers potential customers the ability to get a quote online and to purchase life insurance. There are multiple web pages that a potential customer must complete before purchasing and Pinnacle Life needed to understand how many conversions (and drop-offs) occurred at each point in this process for each marketing medium (display, email, search etc.) This would enable that the value of each medium can be compared, and investment redirected appropriately to maximise results and ROI. Drilling down further into keyword and creative level detail would allow for even more comprehensive analysis and potential for improvement.
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