{"id":27239,"date":"2026-04-08T13:30:00","date_gmt":"2026-04-08T11:30:00","guid":{"rendered":"https:\/\/www.thebrokernews.ch\/?p=27239"},"modified":"2026-04-07T15:34:39","modified_gmt":"2026-04-07T13:34:39","slug":"digital-marketing-utilizing-ai-for-budget","status":"publish","type":"post","link":"https:\/\/www.thebrokernews.ch\/en\/digital-marketing-utilizing-ai-for-budget\/","title":{"rendered":"Digital marketing: utilizing AI potential for budget decisions in complex customer journeys"},"content":{"rendered":"
Roger Gatti is VP of Product and Marketing at Nexoya (Photo: Nexoya).<\/span><\/div>\n\n

The example of Generali Austria shows how insurers can use a new attribution approach to gain actionable real-time insights to optimize digital advertising campaigns and increase their online leads.<\/strong><\/p>\n\n

Digital marketing offers companies exciting opportunities today. They can use the enormous reach of a variety of channels: from websites and apps to social media. Modern technologies provide information about users’ behavior, location or life situation. On this basis, target groups can be addressed more individually than ever before via personalized ads. According to Bitkom, German companies spent 30.9 billion euros on digital advertising in 2024. With success: the Bitkom study “Digital Marketing in Germany”<\/a> concludes that every euro invested generated at least 2.50 euros in revenue. <\/p>\n\n

Optimize digital strategy<\/strong><\/h6>\n\n

In its latest Digital Insurance Maturity Study 2025<\/a>, Deloitte sees the insurance industry under pressure to optimize its digital strategies: “Customers expect their provider to offer a convenient digital customer journey across all steps – from searching for information, taking out a policy and paying, to reporting a claim and terminating the policy.” On average, however, local insurers do not meet these high expectations in any of the areas. One reason for this is that they often work with complex, often outdated IT systems. These systems are difficult to integrate with modern, digital solutions. However, a prerequisite for competitive digital marketing is to integrate AI, big data or real-time analyses into these systems. <\/p>\n\n

Another obstacle is the customer journey. The decision-making process for insurance products is long. Users often have an above-average number of contact points until they take out a policy. And this happens both online and offline: on comparison portals, in social media and search engines, via printed brochures or in personal consultations. This is because traditional advertising methods and personal contact remain important in the insurance industry: it sells sensitive and consultation-intensive trust goods such as life or comprehensive health insurance. A survey of GDV member companies<\/a> shows that in 2024, more than one in five insurance contracts (22%) were concluded digitally. However, just under 80 percent of contracts were concluded with personal support. What’s more, many users now switch devices several times during the process: from laptop to smartphone and back again. The view of the customer journey remains incomplete and budget decisions are made on the basis of inconsistent data and assumptions. <\/p>\n\n

Insurers in a complicated field of tension<\/strong><\/h6>\n\n

In today’s highly digitalized and dynamic advertising landscape, the industry finds itself in a complicated field of tension: on the one hand, there is increasing pressure to reach target groups with data-driven, personalized offers in digital channels. At the same time, personal contact remains important. An end-to-end digital customer journey, which would lead to a complete database, is therefore only possible to a limited extent. <\/p>\n\n

In addition, the correct handling of tracking technologies and third-party data from external platforms is becoming increasingly complex for advertisers in Germany: access to user data and its use has been restricted by regulatory requirements and legislation such as the General Data Protection Regulation (GDPR). The development of alternatives, such as strategies for first-party data from proprietary systems, is complex, costly and labor-intensive. This leads to an incomplete data situation, which makes it difficult to manage digital campaigns efficiently. <\/p>\n\n

According to the GDV, the main problems facing insurers in Germany are declining measurability, high regulatory pressure and the need to combine digital marketing with advice, trust and legacy systems. The challenge therefore lies not only in technological innovation, but also in combining it with a controlled, compliance-proof use of digital advertising channels. <\/p>\n\n

Only campaigns based on correct data are effective<\/strong><\/h6>\n\n

Which channels online and offline actually lead to sales? Where were the most contacts made with the target groups? And where should marketing therefore invest budget and human resources in future? If you don’t just want to record the last click or the last conversation before the signature, but are looking for reliable answers, there is no way around precise attribution. Advertising professionals have been trying to determine the effectiveness of their campaigns for decades. The aim of this measurement, known as attribution, is to use advertising budgets as efficiently as possible. Reliable information about existing and new customers is crucial for business success. In recent years, the use of cookies has been severely restricted by technical and regulatory requirements. As a result, performance marketing lacks important data for analysis and planning. <\/p>\n\n

In addition, contradictions arise across platforms: different providers such as Google, Microsoft Ads, Meta or Tiktok deliver different figures with their own in-house measurement methods. Added to this is the complex customer journey described above. In this situation, traditional attribution models are of little help in making decisions based on reliable data analyses and allocating budgets in a targeted and efficient manner. According to the MMA Global 2024 survey, over 61% of marketing managers admit that they no longer trust their attribution metrics. Marketing teams are facing an attribution dilemma. <\/p>\n\n

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Figure from: MMA Global Survey 2024 (page 14)<\/em><\/figcaption><\/figure>\n\n
Generali Austria pioneered new attribution approach<\/strong><\/h6>\n\n

The example of Generali Austria<\/a> and Nexoya<\/a> shows how a correct and complete database can be determined for the successful optimization of digital advertising campaigns. Nexoya, a platform for AI-based cross-channel attribution and optimization, has developed an integrated, regression-based attribution (RBA). The privacy-compliant feature overcomes the limitations of cookie- and pixel-based analytics and delivers actionable, real-time insights. <\/p>\n\n

Every week, each user receives updated budget and target recommendations for all campaigns and across all marketing channels, which can be implemented at the click of a mouse. By analyzing historical time series data, which is regularly updated, the system can statistically reconstruct the actual impact of each channel. The continuously updated performance data from the channels serve as “mini-experiments” for attribution in order to improve the regression. <\/p>\n\n

This is a completely new approach: for the first time, Nexoya combines statistical attribution with weekly experiments fed with data from over 40 integrable platforms. This interaction changes the way budgets are managed: Marketing teams don’t just get numbers, they get an AI-based assistant that learns continuously, implements immediately and allocates budgets where they really make an impact. <\/p>\n\n

The potential of the new attribution has already been demonstrated in practice: Generali Austria was one of the first customers interested in Nexoya’s new attribution approach. The company is part of the Generali Group, a leading global insurance group. The marketing team ran multi-channel campaigns via Meta, Google Ads and DV360. However, they lacked a reliable picture of which channel was really contributing to leads in the CRM. The platform’s own attribution from Meta, Google Ads and Google Analytics 4 provided contradictory data, as different channels claimed the same quote requests. Last-touch models could not reflect the contribution of brand awareness campaigns and CRM results were not visible for the advertising platforms. Cross-channel budget optimization was not possible under these conditions. <\/p>\n\n

The result: 18.8 percent more online leads in CRM<\/strong><\/h6>\n\n

The marketing team formulated the specific goal of optimizing online leads. The attribution dilemma could be solved by creating a fast, digital-first “performance truth” across walled gardens based on first-party data from the company’s own CRM. The prerequisite was good data quality: Successful attribution requires at least two years of historical data. Instead of pixels or cookies, bi-weekly spend and performance changes are used as controlled mini-experiments. The model learns the incremental contribution of each channel directly from the CRM lead data and not from clicks or platform events. This makes it privacy-compliant and independent of fragile user-level tracking. <\/p>\n\n

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In just a few months, Marketing increased its measured online leads in CRM by combining attribution, AI-based budget optimization and simulations. A reliable decision-making basis for the distribution of cross-channel budgets was created based on the company’s own data. The campaigns benefited from the faster decision-making cycles. Media planning was no longer static, but dynamic. <\/p>\n\n

Thanks to the uniform attribution model for all channels, contradictory key figures were a thing of the past. And finally, attribution and optimization were combined on a single platform. Romina Knaus, Digital Media Manager at Generali Austria, emphasizes: “With Nexoya, we generated 18.8 percent more online leads thanks to the innovative attribution method. Nexoya’s data-driven insights put an end to speculation and help us to improve our performance.” <\/p>\n\n

Guest author: Roger Gatti<\/p>\n\n

Product strategist Roger Gatti <\/strong>has been VP of Product and Marketing at Nexoya AG in Zurich since 2024. Previously, as Chief Product Officer at 1plusX, he led the development of the AI-based data management platform and worked in product management at the Swiss financial technology provider Crealogix as well as at Google and Swisscom. <\/p>\n\n

Read also: How insurers can reconnect with brokers in the digital age<\/a><\/p>\n\n

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