Insurance Analytics Dashboard

The problem

Better Lead LLC works with customer data in the car-insurance sector, and their marketing decisions were running ahead of their tooling: the data existed, but there was no fast way to slice it, and email campaigns were tuned by instinct rather than evidence.

My approach

• The dashboard — I built an analytics dashboard in React with D3.js for visualizing customer segments, policy data, and campaign performance, backed by Node.js services.
• Business-logic modules — the interesting work was under the charts: custom modules encoding the client's segmentation rules, so the email-marketing automation could target customers by behavior instead of blasting a single list.
• A/B testing — I wired experimentation into the email flows so subject lines, timing, and segment definitions were compared with data rather than debated.

Challenges

• Domain encoding — insurance segmentation rules live in analysts' heads; the main challenge was turning that tacit knowledge into modules the automation could execute, and making the dashboard show why a customer landed in a segment.

Outcome

The dashboard became the client's day-to-day view of their customer base, and the A/B-tested email automation replaced guesswork in their retention campaigns.