Suncorp optimises customer acquisition and media spend with Delacon’s call attribution

_{The Challenge:}
Bridging the Digital-to-Call Attribution Gap

Suncorp, one of Australia’s largest financial services providers, offers a wide range of banking, insurance, and superannuation products. With leading brands such as GIO, AAMI, Shannons, and APIA, Suncorp had successfully optimised its online marketing efforts but lacked visibility into how phone calls influenced sales.

A significant percentage of sales were happening via the contact center, making it critical to attribute calls back to their originating digital campaigns. Without Call Tracking, Suncorp faced three key challenges:

• Measuring Call-Driven Sales – What percentage of transactions were driven through the contact center as a result of paid media?
• Optimising Cost-Per-Lead (CPL) – How could they generate more precise CPL data and identify the most effective campaigns?
• Quantifying Business Value – What was the real impact of calls on cost per acquisition (CPA) and return on ad spend (ROAS)?

By unlocking these insights, Suncorp aimed to fine-tune its marketing mix, optimise its paid media investments, and drive higher efficiency across all customer acquisition channels.

“Suncorp wanted definitive answers on how digital marketing translated into sales revenue. Tracking phone calls generated from paid media was a critical missing link. Delacon delivered the granular data required to bridge this gap, creating a first-of-its-kind attribution model for the Australian insurance industry.”

– Sandra Pigram, Head of Channel Partnerships, Delacon

_{The Solution:}
Integrating Call Attribution Across Martech & Adtech Stacks

To close the attribution gap, Suncorp selected Delacon’s Call Analytics platform, seamlessly integrating it into their martech and adtech ecosystems, including:

• Google Marketing Platform (GA360, SA360, DCM) – Full-funnel attribution and campaign optimisation.
• Adobe Analytics for Business Intelligence (BI) – Deeper customer insights and reporting.
• Custom CRM Integration – Enabling end-to-end tracking of phone sales with de-identified data, including policy number, product type, and premium amount.

By leveraging Delacon’s advanced Call Tracking capabilities, Suncorp gained real-time data on customer journeys, call-driven conversions, and marketing performance—providing a 360-degree view of every interaction.

_{The Results:}
Data-Driven Decisions & Higher Marketing Efficiency

With Delacon’s technology in place, Suncorp now has complete visibility into how its contact center contributes to business outcomes, leading to:

• 📉 14% Reduction in CPA – More efficient lead generation and cost savings.
• 📈 16% Increase in ROAS – Better attribution and improved media spend allocation.
• 🎯 Optimised Campaign Performance – Allocating budgets to high-performing campaigns based on real conversion data.
• 📊 Data-Driven Channel Optimisation – Insights into the value of online vs. contact centre customers, helping refine the media mix and improve customer journey experiences.
• ⚡ Business Continuity Support During COVID-19 – When Suncorp’s outbound team was disrupted, Delacon became a mission-critical tool for tracking and optimising leads.

_{Looking Ahead:}
Expanding Call Attribution Across Channels

Having successfully closed the digital marketing loop, Suncorp continues to expand its use of Delacon’s Call Analytics platform to track calls from social media, email marketing, and emerging digital channels.

🚀 Next Steps:
✅ Attributing calls from organic and paid social to measure revenue impact.
✅ Integrating Delacon tracking with Suncorp’s Mobile Lender Service, ensuring field expert calls are accurately tracked and attributed.

By leveraging Delacon’s AI-powered Call Tracking and analytics, Suncorp is set to drive even greater efficiencies in customer acquisition, optimise marketing spend, and enhance the omnichannel experience.