Consumer insurance buyers come to The Zebra with a wide variety of needs and intents, from seeking basic auto coverage to exploring complex home and life insurance bundles. Serving these different audiences with a one-size-fits-all survey funnel made it challenging for the company to organize a results page that catered to each visitor's specific requirements.

Further, the company's multiple revenue streams (online sales, phone sales, and affiliate partnerships) are appropriate for different customer segments. A common website experience made it difficult to effectively channel users toward the most appropriate revenue stream based on their buying intent. This resulted in missed revenue opportunities and inefficient use of resources, such as call center agents assigned to buyers more appropriate for self-service.

Finally, these audiences, characterized by intent, are not trivially identified using simple filters. Instead, The Zebra needed a solution that could extract these fuzzy customer segments automatically from the data.