Hastings Direct adopts new analytics software

Hastings Direct has licensed Applied Predictive Technologies’ Test & Learn analytics software.

The insurer’s direct arm joins over 120 leading companies, including American Family Insurance and Argos, that use the software suite. The company says the software will help it to improve its data-driven decision making capabilities.

Nicola Charles, digital and marketing director for Hastings Direct, said: “Our digital based business model has been built for the way customers buy insurance and data is a critical component of our ongoing success and growth plans.

“The Test & Learn software allows us to elevate our analytical capabilities to the next level. We will be able to measure small changes in key metrics caused by our marketing initiatives so we can make more informed decisions about what media to run, where to run it and when to run it to maximise our return on investment.”

Rupert Naylor, senior vice president at Applied Predictive Technologies, said: “We are very pleased that Hastings Direct, one of the UK’s most exciting and forward-thinking insurance companies, has licenced the Test & Learn software platform. Hastings Direct is an analytically-oriented organisation that will be able to drive significant value through testing, and we look forward to continuing our partnership.”