Marketing platform selection

Marketing needed a platform for customer data and campaign automation alongside a new website, connected to the CRM, with its own e-mail and push messaging and a messenger channel on the wish list. The shortlisted vendors were priced and positioned very differently and hard to compare like for like.

Each candidate was measured against the marketing team’s requirements. The research ran in parallel with AI models, every claim carried a confidence mark, and a separate pass tried to disprove the findings. The comparison follows real insurance scenarios: an abandoned quote, a policy renewal, and a campaign traced from first contact to the CRM and back.

The deck, in Ardi’s brand colours, maps the requirements, profiles each candidate, compares features and total cost of ownership, and explains why other options were left out. It closes with a path to a decision: gather volumes, run demos on one shared brief, test a proof of concept, then sign. The questions for the decision meeting were prepared alongside.