Allianz Global Investors + Turtl case study
"The insight we gain from Turtl from a data perspective is much richer than what we had from a simple PDF..."
Allianz Global Investors + Turtl
*How switching to interactive content radically improved audience intelligence*
Outdated content and limited data left
Allianz GI short on performance
Moving to a
digital first approach
The Allianz GI marketing team were struggling to move on from underperforming legacy content practices that afforded little reader insight
Tom Hughes, who leads marketing for UK and Northern Europe, wanted to change the way Allianz GI engaged with their various audiences.
Much of their legacy content and communications existed in static, copy heavy formats like PDFs. As a result, the team were severely lacking much by way of insightful data beyond opens and click rates, which reveal little about a readers actual engagement with a piece of content. Key distribution channels like email marketing were failing to deliver the kind of performance they expected, and overall engagement was low.
For Tom, engaging audiences with more interactive experiences was critical, as well as a need to ensure that the right reader insights were gathered.
Growing internal demand for content and concerns around compliance meant that having outdated content in circulation was no longer viable for the business. The pressure was on.
About Allianz GI
Allianz Global Investors, or Allianz GI, is one of the world’s leading active investment managers. Employing more than 2,700 people across 25 locations, Allianz GI manages over $630* billion in assets for individuals, families and institutions around the world.
Allianz GI offers its clients a wide range of actively managed strategies and solutions across the risk / return spectrum. With over 700* investment professionals, we have established expertise in equities, fixed-income, multi-asset and alternative investments.
Data as at 31 March 2018 (*as at 31 December 2017)
Interactive, trackable content
The right tool for the job
Allianz GI opted for a solution that empowered their in-house team to not only create beautiful experiences, but easily track how each is received by reader
The team wanted to engage their audience with better content, and needed a solution that delivered meaningful insight into how each piece is being read.
Turtl offered them a flexible and easy-to-use template solution set up to reflect the brand's core identity but afford users freedom across design, content and rich media to customise their work, creating a wonderful balance of editing freedom and brand consistency.
"Getting set up with Turtl was quick and easy, and the team at Turtl were engaged and thoughtful offering advice, best practice and some inspiring interactive content examples. Both our design and non-design team have found the tool very easy to use."
Tom Hughes VP Marketing UK & Europe, Allianz
AllianzGI's monthly newsletter features stories and news relating to investments, the business and their perspective on popular themes, such as Brexit. Turtl's analytics reveals to the team which articles resonates most with readers, revealing where best to focus their next content efforts.
Improved audience intelligence drives
strategic content execution
Dynamic content that reveals readers' true interests
Through use of Turtl, Allianz GI completed the first phase of their marketing strategy and are already seeing results
Phase 1: Key outcomes
Improved content reach and consistent achievement of over 5 minutes average read time across all published content.
More sophisticated understanding of who is reading email comms and which subjects are resonating with readers
Consistent on-brand content execution and distribution - regardless of who distributes it - thanks to set themes
Thanks to real-time analytics, the business is now focusing more on meaningful metrics like read times and what content is actually consumed rather than relying on vanity metrics like open and click through rates.
"The insight we gain from Turtl from a data perspective is much richer than what we had from a simple PDF, it has allowed us to make more informed decisions about our content and what we’re sending to our clients," says Tom Hughes, VP Marketing Allianz UK and Northern Europe.
"The increase in reach was supported by average read times of over 5 minutes, validating the hypothesis that our content is of great importance to our readers. We also learned that certain subjects are less relevant, enabling us to focus on more productive activities."
By putting our clients behaviour and preferences at the centre of what we’re doing we are creating more of what clients want and less of what they don’t.
Tom Hughes, VP Marketing Allianz UK and Northern Europe
The team now better understand the regions of their reader base, as well as their consumption patterns, which over time will help them to serve more relevant content.
"Turtl has allowed us to implement two of the key pillars of our marketing strategy, becoming more data driven and adopting a more client centric approach."