BACKGROUND Challenged with balancing the budget between short term and long term goals/constraints, and standing out in the highly competitive B2B insurance market, MediaVest sought the use of advanced analytics to understand how cross-channel and cross-search activity ultimately drove B2B conversions on behalf of its client, the leading US insurer in the supplemental health plan market. CHALLENGE The main goal was to increase lead generation performance in paid search, while maintaining cost efficiency – all in a highly competitive digital environment. The key was to understand the cross-channel nature of the lead generation funnel, and in particular, how upper funnel digital investments were contributing and influencing lower funnel paid search performance. In essence, MediaV

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