CRM Cross-Sell & Up-Sell Campaigns

CRM-powered cross-sell and upsell programmatic campaign for insurance customers

Context

A major insurance group with over two million policyholders was sitting on a goldmine of first-party CRM data but struggled to leverage it beyond email marketing. Despite a broad product portfolio covering home, auto, health, life and travel insurance, less than 15% of customers held more than one policy. The company needed a way to unlock cross-sell and upsell revenue from its existing customer base using programmatic channels.

Kalithea Media designed a CRM-driven programmatic strategy that matched policyholders to the products they were most likely to purchase next. By combining CRM data segmentation with product affinity scoring and deploying personalized campaigns across display, social and native placements, we transformed dormant customer records into high-value revenue opportunities — at a fraction of the cost of acquiring new prospects.

Insurance CRM data segmentation for cross-sell and upsell opportunities

Product affinity scoring model and CRM segmentation for cross-sell campaigns

Our approach and solutions

A data-driven cross-sell engine that turns existing customer relationships into incremental revenue through programmatic precision.

CRM data onboarding and segmentation

We securely onboarded the insurer's CRM data into our DMP, creating granular audience segments based on current policy type, tenure, claim history and demographic profile to identify the highest-potential cross-sell targets.

Product affinity scoring

A proprietary scoring model analyzed purchase patterns and life-stage signals to predict which product each customer was most likely to buy next, enabling hyper-relevant offer matching at the individual level.

Personalized programmatic activation

Dynamic creatives were assembled in real time, displaying the recommended product with tailored messaging and pricing for each segment across display, Meta, LinkedIn and premium native placements.

Exclusion and frequency orchestration

Existing holders of each product were automatically excluded from corresponding campaigns, and cross-channel frequency caps ensured optimal exposure without ad fatigue across all touchpoints.

Our key strengths

Privacy-compliant data activation

All CRM data was onboarded through encrypted matching and clean-room environments, ensuring full GDPR compliance while maintaining high match rates across programmatic ecosystems.

Incremental lift measurement

Rigorous A/B holdout testing isolated the true incremental impact of programmatic cross-sell campaigns, proving uplift beyond organic conversion and justifying continued investment.

Unified customer journey view

A consolidated reporting dashboard connected programmatic touchpoints with CRM conversion data, giving the insurer full visibility from impression to policy purchase across every channel.