Outdated content and insufficient data left Allianz GI short on performance & insight
The Allianz GI marketing team were struggling to move on from underperforming legacy content practices that afforded little reader insight
Much of Allianz GI's content existed in static, copy-heavy formats like PDFs. As a result, the team was severely lacking insightful data beyond opens and click rates, which reveal little about a reader's 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. Engaging audiences with better content experiences was critical.
Growing internal demand for content and concerns around compliance meant that having outdated content in circulation was no longer viable for the business.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.
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.
*as at 31 December 2017
