Cornhill Direct delves into predictive modelling

Leading insurer Cornhill Direct has enlisted the services of insight specialist Datalytics, to implement a complex predictive modelling project to enhance data performance in customer acquisition.

Cornhill Direct is part of one of the largest general insurers in the UK, Allianz Cornhill who are part of the international integrated financial services provider Allianz SE.

The project began at the end of February and will take place over a four-month period.

As part of the project, Datalytics will develop predictive models for a number of Cornhill Direct's affinity partners including Reader's Digest, with the aim of further enhancing new customer acquisition programmes for each business.

Alan Tomlinson, head of planning and analysis at Datalytics stated: "We are delighted to be working with such a great name in the insurance sector.

"Cornhill Direct and its affinity partners are trusted brands and we are pleased to be involved in such an important project.

"The models we will provide will ultimately enable Cornhill Direct and its affinity partners to significantly improve the performance of their acquisition strategies.

Janet Woodley, affinity manager for Cornhill Direct, added: "We were impressed with Datalytics track record: for us, they were the obvious choice for this project.

"With the assistance of Datalytics to improve the performance of our existing data, we hope to further enhance our customer acquisition programme and grow our customer base.

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