This document discusses how insurance marketers can leverage analytics to better understand customers and improve marketing strategies. It provides examples of how descriptive and diagnostic analytics can help answer questions about what is happening and why. Predictive analytics can then indicate what may happen in the future. The document advocates moving from a "sense and respond" approach to a "predict and act" strategy using analytics to gain competitive advantages. Examples of distribution management and account-based marketing use cases demonstrate potential benefits like reduced cancellations and improved campaign response rates.