Online Bank Channel Optimisation
Has the shift from tactical to brand media delivered more customer acquisitions, and what channels should be spent on in the future?
- 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
- Improvement in profit from a media budget of £8m
- 95% prediction accuracy validated over 6 month period ‘held’ acquisitions