Growth and success of smartphone-based usage-based insurance (UBI) propositions are largely dependent on understanding how their marketing funnel works. Typically, one of the main goals is the conversion of users into buying customers. Which brings us to the key questions:
What drives conversion? How to guide the app users from download to conversion?
Our latest whitepaper answers these questions and discusses UBI propositions from the marketing funnel perspective. It builds on Amodo’s global experience and a number of research projects focused on this concept.
We highlight the key ideas and experiences, and outline major challenges and limitations, as well as discuss each marketing funnel phase by considering its role and effect in monetization.
A Marketing Funnel perspective on UBI: What Drives Monetization?