HDFC Ergo partners with mFilterIt to boost its operational efficiency for online ads

HDFC Ergo General Insurance has partnered with mFilterIt.

Through this partnership, HDFC Ergo aims to validate the ad traffic and safeguard itself against unsafe digital marketing practices by online media partners. This will help the brand generate genuine leads and optimise its advertising efficiency.

As part of this alliance, mFilterIt will analyse ad traffic quality and identify the bot traffic across the user-acquisition funnel. This transparency will help optimise HDFC Ergo ad campaigns based on traffic generated by genuine customers, thus improving the conversion rate.  

Somesh Surana, Head- Digital Business Group and Marketing, HDFC Ergo General Insurance, said, “At HDFC ERGO, we understand the role, which the digital ecosystem has to play in realising the regulator’s vision of ‘Insurance for All by 2047’. However, while online platforms can get us a wide reach, we need to be also mindful of the nuances it might bring in the form of unsecured data. Our partnership with mFilterIt will not only allow us to stay compliant with IRDAI norms against unsafe digital marketing practices but will also help us to offer customised solutions to new and relevant customer segments across a vast uninsured population of India.”

Dhiraj Gupta, CTO and Co-Founder, mFilterIt, said, “We are happy to be associated with a leading insurer like HDFC ERGO, who has been a pioneer in delivering innovative and hyper-personalised solutions to their customers. Our solution will ensure that HDFC ERGO is shielded against bots and invalid leads, thereby ensuring the optimisation of their online lead generation campaigns. Further, the issue of invalid creatives, false promises on emailer campaigns etc. is critical and is illegal as per the regulatory norms. We will use AI to identify such instances and report to HDFC ERGO, to protect their brand image against such mis-deeds.”

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