Casestudy

Online Bank Channel Optimisation

Challenge

Has the shift from tactical to brand media delivered more customer acquisitions, and what channels should be spent on in the future?

Response
  • Built historical models for savings and mortgage (IFA/Direct) acquisitions
  • Isolated all drivers of customer acquisition including brand media, direct media, interest rate changes, competitive ranking, economy and seasonality
  • Isolated ROI by campaign and channel, including TV, Online Display, Press, Generic Search, Affiliates, Direct Mail and Radio
Results
  • Improvement in profit from a media budget of £8m
  • 95% prediction accuracy validated over 6 month period ‘held’ acquisitions

£1.6m

Profit

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