Genertel
Inside a big team.
Campaigns, analysis and training alongside the marketing department. A project where operational capability meets the work of a structured organisation.
- Google Ads
- Data analysis
- Media agency
- Digital strategy
- On-the-job training
The first insurer
on the phone.
Genertel was founded in Trieste in July 1994 and was the first Italian company to sell policies entirely by phone. In 1999 it also became the first direct insurer in Italy to let customers take out a policy online. Car, motorbike, home, travel, then life, pensions and savings: all without a branch.
In 2009 came Genertellife, the country’s first online life insurer. Today the two companies serve hundreds of thousands of customers and are wholly owned by Generali Italia, part of the Generali Group, present in more than 60 countries.
When the website
is the branch.
For a direct insurer, advertising is already the first step of the sale. People looking for a car insurance quote on Google compare, click and decide in a few minutes, and every ad competes with brands that invest as much as Genertel or more.
Insurance is also a regulated sector: every piece of copy must tell the truth about the product’s terms, and the speed of a campaign cannot override that caution.
Inside the digital
marketing office.
For more than two years we were part of Genertel’s digital marketing office, with its deadlines and its targets. We handled advertising, mainly on Google Ads, acting as the link with the group’s media agency on the digital side, and internal training on Google Tag Manager and Google Analytics.
The link mattered as much as the campaigns: the media agency plans the big volumes, the marketing office answers for the results, and someone has to translate between the two languages. We sat in the middle, hands on the accounts.
Data read
to measure.
Alongside the campaigns there was data analysis. Standard platform reports say how much was spent and how many clicks came in; a marketing office needs to know what is working and where to move the budget next week.
So we built custom reading models for Genertel, designed around its product lines and the questions the office was really asking.
Training
the team that stays.
Internal training, for Genertel and Genertellife, ran on two levels. For the management team, video-conference lessons on reading Google Ads, Google Analytics and Google Tag Manager metrics, so they could discuss the numbers with suppliers on equal terms.
For one person on the team, daily one-to-one coaching: campaign management, bidding strategies, A/B tests, data interpretation. The goal was for the skills to stay in the company after we left.
The work
- Google Ads campaigns
- Full management, coordinated with the media agency.
- Data analysis
- Custom reading models for budget decisions.
- Management training
- Lessons on the metrics of Google’s tools.
- One-to-one coaching
- One person on the Genertellife team supported in day-to-day practice.
