The Project

Bupa had built a governed Databricks lakehouse and an AI personalisation engine that decides the next best action for each of its members. The martech stack had not kept pace, so that insight reached members too slowly and too inconsistently. Anchora embedded a team across Health Insurance and Health Services to connect the two. Member data now streams from Tealium CDP through Azure Event Hubs and is aligned to Bupa’s business semantic model, so activation and analytics work from the same definitions.

The Ask

Bupa’s data platform knew what to say to members, but the martech stack couldn’t act on it fast enough. Bupa needed to close that gap across several areas:

• Member data was fragmented across policy, claims and engagement.
• Outdated processes slowed campaign delivery by up to two months.
• SMS deliverability issues put critical member communications at risk.
• Without shared definitions of member, consent and engagement, AI-driven decisions and real-time activation would drift apart.

Scope

Anchora worked inside Bupa’s teams to connect the data platform to activation. The work covered:

• Real-time data integration: Tealium CDP with streaming through Azure Event Hubs, unifying member profiles across policy, claims and engagement, plus analysis of member journeys across app, web, telehealth and providers.
• Semantic alignment: martech data aligned to Bupa’s business semantic model, so members, consent, events and engagement are defined once and used by both activation and analytics.
• Campaign execution: improvements to Adobe Campaign delivery and resolution of critical SMS gateway deliverability issues.
• Data governance: consent handling and regulatory adherence, including clinical decision support integration.
• Operating model and capability: strategic advice, a refined operating model and squad structure, and capability uplift to reduce reliance on external support and lower support costs.

Outcome

Bupa now has a real-time, governed activation layer that uses the same definitions as its data platform. Anchora’s work delivered 145,000 fewer live chat messages a year, 3 million in new revenue opportunities and zero downtime while resolving the SMS gateway issues. Personalised care journeys and preventive alerts now run across channels from unified member profiles.

Bupa’s wider personalisation programme, presented at the Databricks World Tour, reported 21 million customers reached across 7 channels, 39% higher engagement, 63% more customers engaged and 67% higher retention and joins. A natural-language layer on the semantic model also cut root-cause analysis from four weeks to minutes.

CTA

AI-driven personalisation only works when the martech stack can act on what the data platform knows. Anchora’s data, AI and MarTech teams work together to close that gap. Talk to us about connecting your data platform to activation.