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THE ARGUMENT AGAINST DEMOGRAPHICS For The Next Generation Content Is The Product

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THE ARGUMENT AGAINST DEMOGRAPHICS
For example, Progressive Insurance has always collected and analyzed a significant amount of data. But Snapshot, its
innovative auto insurance discount program, “has taken things to a whole new level,” says Voelker. An in-car wireless
device transmits driver data back to Progressive at one-second intervals. Customers can get their premiums reduced
based on their safe-driving patterns, with those earning a discount saving an average of 10 percent.
Progressive has collected more than 178 terabytes of data
via Snapshot—11 times the amount of all data stored by the
Library of Congress. It provides for a much more accurate
pricing method for Progressive than estimating a
customer’s potential for loss based on information like age,
gender, and type of car, says Voelker. What’s more, it has
enabled an entirely new and successful product category—
usage-based auto insurance.
“It’s revolutionary to us,”
says Voelker. “Every time
we find a more powerful
segmentation variable, it
drives more growth.”

Veröffentlicht in: Marketing, Business
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