Use Cases

How AAA Drove 50% More Auto Policy Sales With PersonaLive

Lyden Foust


March 1, 2023

The Challenge

AAA, one of the nation’s most trusted brands, wanted to increase auto insurance policy sales through their monthly member email. However, they faced the challenge of optimally engaging their diverse member base through a one-size-fits-all email campaign.

The Approach

AAA used's PersonaLive, a customer segmentation and activation platform, to tackle this challenge. PersonaLive segmented AAA's email list into separate cohorts based on social, behavioral, and demographic factors. AAA's creative team then tailored the subject line, copy, and imagery to each segment, leaving one control group with the standard auto insurance email.

The Result

The personalization approach through PersonaLive was a success, resulting in a 14.2% higher open rate and a 50% higher click-through rate compared to the control group. More importantly, AAA could track actual policy sales back to the email campaign and found that segmented emails were 50% more effective at policy generation than the control group.


The collaboration between AAA and PersonaLive proved to be a successful tool for accurate customer segmentation, inspiring creative teams to generate compelling content and imagery, and ultimately driving 50% more auto policy sales. AAA's use of the PersonaLive platform and segmentation has improved its ability to understand and speak to its customer’s needs.

How PersonaLive Segmentation System Works

Personalive segmentation uses social media, mobile foot traffic, online activity, and individual-level demographics to organize every US household into one of 80 behavioral segments. These segments provide visibility to the online and offline preferences of the customers visiting any US property.

01 Append

Draw a polygon around a property to identify the behavioral segment of every visitor.

02 Analyze

Rank the top customer types visiting a location. Then match retailers based on online and offline activities of visitors.

03 Activate

Demonstrate visitor brand affinity to close deals. Activate marketing campaigns to drive target segments to your location.

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