Challenges

Real challenges, real solutions

Challenges

A lack of metrics was leaving Ellipse unable to quantify the value of their investment in research.

About Ellipse

Ellipse is a subsidiary of Munich Re and is the sixth largest UK group life provider. As of May 2018, the company holds approximately £64 million of in-force premiums and nearly 4,500 in-force policies covering over 370,000 lives.

What’s the true value of research?Ellipse regularly commission extensive research into employer and employee attitudes on workplace benefits. The resulting data and insights are published on a range of digital channels in order to drive awareness of Ellipse’s brand and services.Justifying the large sums spent on this research requires a clear picture of how the resulting content is being consumed by readers to give confidence that it is having the desired impact.Ellipses’ existing model of publishing to PDF and static web pages was providing very little in the way of meaningful metrics. Click-through rates, download counts and dwell times were not helping Ellipse to solve their critical need to:Truly quantify the investment in research

Understand exactly how their content was being read

Reach a larger audience

Ellipse were also keen to offer a richer, more modern digital experience for their readers which could be accessed on any device or platform.

In the digital world of today we recognised that we needed to improve the reader experience across devices along with a better understanding who reads our content, for how long and which bits are most impactful. Our research program would typically drive 300 clicks and that’s all we knew.