Allianz Croatia: Scalable marketing automation with Adobe Campaign Classic and Cyber64
CHALLENGE
Allianz is one of the world’s leading insurance and asset management providers, operating in nearly 70 countries and serving over 128 million customers globally. The group's local branch, Allianz Croatia, is a leading provider in the life insurance sector and the second-largest insurer in the country, holding over 13% market share.
While Allianz Croatia had access to a powerful marketing platform in Adobe Campaign Classic, executing personalized, scalable communication proved complex. One of the biggest challenges was dynamically assigning customers to the correct insurance broker - a relationship that changes frequently. Ensuring each message reached the right broker and correctly addressed the right customer required advanced segmentation logic and precise data handling. Mistargeting a customer, especially by linking them to the wrong broker, could damage trust, making personalization not just a marketing feature, but a business-critical priority.
Key challenges included:
- Tone and channel-sensitive personalization: Tailoring communication based on age group and sales channel, for example, younger customers (18-30) receiving more casual messaging than older segments, or direct buyers receiving a different tone than customers acquired through banking partnerships.
- Broker-channel logic enforcement: Distinguishing between a customer’s assigned (primary) broker and their effective broker (the one tied to the latest transaction), ensuring new product offers go to Agent A, while a policy renewal flows through Agent B, depending on how the relationship was formed.
With a multi-channel sales model that includes direct sales, independent agents, and banking partners, Allianz relied on Adobe solutions to support its marketing efforts. However, legacy data systems and fragmented structures left the marketing team dependent on manual processes, making it difficult to scale outreach or deliver personalized communication at the speed the business needed.
To overcome this, they needed a partner who could adapt Adobe Campaign Classic to the complex demands of marketing automation in insurance, especially regarding the unique insurance landscape in Croatia and Slovenia, where communications must serve both agents and end customers.
Common misconceptions about Content Requests
- “Requests only count if they reach Origin servers like AEM Publisher or Dispatcher.”
- Incorrect: Content requests are tracked on AEMaaCS Edge Servers or your custom CDN, not the origin.
- “Using a custom CDN (BYOCDN) means fewer requests will be counted.””
- Incorrect: Content request volume is still reported annually to Adobe, as stated in your contract.
- “Cached responses from CDN prevent requests being counted”
- Incorrect: Cached resources will be counted unless served as 304 Not Modified or unchanged content is no longer served.
SOLUTION
Cyber64 joined as an external marketing automation agency and consultant to support Allianz Croatia’s marketing department in building out a full marketing automation framework using Adobe Campaign Classic. ACC is a robust and reliable choice for organizations with complex B2C marketing needs that prioritize control, scalability, and traditional campaign orchestration over real-time capabilities.
Key activities included innovative use cases in marketing automation for insurance:
- Automated workflows for always-on engagement: Designed and implemented campaign workflows that deliver timely, personalized communication across the entire policyholder lifecycle.
- Reduced manual effort and risk of error: By automating repetitive tasks and optimizing marketing automation workflows, Allianz saved time and accelerated campaign delivery, freeing the team to focus on strategy.
- Targeted segmentation and personalization: Built customer segments based on traits like age, location, and insurance type to power dynamic email flows and relevant product messaging.
- Lifecycle and seasonal campaign logic: Developed tailored content strategies for key moments, including birthdays, policy renewals, and seasonal products such as travel and health insurance.
- Introduced automated renewal reminders to ensure consistent, proactive outreach, and connected them to real-time alerts for agents, strengthening satisfaction and increasing retention.
- End-to-end customer journeys: Orchestrated personalized engagement from onboarding to upsell and retention campaigns.
- Enablement and team support: Delivered onboarding guides, documentation, and hands-on training to help Allianz teams scale their use of Adobe Campaign Classic with confidence.
RESULTS
• 91% reduction in missed communications through improved customer-broker matching and automated workflows
• Up to 82% faster campaign processing through optimized workflows and improved data handling
• 200,000 customers reached via automated campaigns
• 1,000+ insurance agents and brokers engaged
• Always-on, data-driven customer engagement journeys launched
Implementing Adobe Campaign Classic with Cyber64’s support has delivered measurable results for Allianz Croatia. By shifting from manual processes to automated, data-driven marketing workflows, Allianz successfully reached over 200,000 customers with personalized campaigns and engaged more than 1,000 insurance agents and brokers across its multi-channel sales network.
The rollout of always-on customer engagement journeys has enabled timely, relevant communication throughout the policyholder lifecycle: from onboarding to policy renewals, significantly enhancing the scalability and consistency of their outreach. By improving segmentation logic and automating broker-customer matching, Allianz reduced missed communications by 91%, ensuring the right message reached the right customer through the right channel - with agents looped in exactly when and where it mattered.
In addition to scaling their outreach, the team accelerated campaign processing by up to 82%, eliminating delays that had previously slowed down monthly operations. By optimizing workflow logic and adapting to the complexity of Allianz's data structure, they reduced manual effort and the risk of human error, gaining speed, reliability, and peace of mind through automation.
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Luka Mujkić, Digital Marketing & Sales Expert @ Allianz
Working with Cyber64 has been a genuinely smooth experience. Their team brought a thoughtful and strategic approach to every stage of the project. What stood out most was their ability to deeply understand both our operational challenges and our customer journey goals. They weren’t just a technical partner - they were proactive collaborators, helping us rethink how we segment, target, and connect with our customers.
This is just the beginning. We’re now looking at expanding our use of Adobe tools to further personalize customer journeys and scale dynamic content delivery across more segments.
There’s also strong interest in launching new customer journeys that better align with lifecycle stages and behavioral triggers.
Struggling to scale personalized campaigns across complex customer base?
Our team can help you streamline segmentation, reduce manual effort, and unlock the full power of Adobe Campaign Classic.
