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With insurance carriers collecting granular data on customers, policies, and claims, analytics helps cut through the information clutter to provide insurers with a complete picture of who their consumer is and through which channels they prefer to communicate.

The proliferation of the Internet, mobile technologies, and social networking sites has altered the purchasing behavior of customers in the insurance industry. While the agent channel continues to provide a substantive influence on the insurance application and sales process, a growing number of customers are turning to the Web to research and buy insurance products. As a consequence, most leading insurance carriers have in recent years adopted multi-channel distribution.

Multi-channel distribution is a powerful strategy for growth-enabling carriers to target new markets and customer segments, retain customers and increase wallet share. However, a multi-channel approach also brings several challenges.

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