Results Matter #44
Banking Case Study

East Coast Mid-Tier Bank Achieves More Than 300% Increase In ROI By Using Strategic Data Modeling, Trigger Monitoring With Omnichannel Campaign Execution



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The Challenge

A mid-tier East Coast bank needed a better strategy for increasing customer engagement from initial onboarding throughout the customer journey. The bank wanted to reach customers more efficiently and also cross-sell them more effectively through omnichannel messaging to boost loans, deposits and engagement at a lower cost.

Results

We helped the bank increase engagement, balances and ROI:

316%
Increase in MROI
153%
Lift in activity over control
$16K
Average new deposit balances
$25K
Average new credit balances

The Solution

We developed a data modeling strategy paired with customer banking activity to isolate trigger events. This created real-time opportunities to market highly relevant offers to new and existing customers. Our cross-sell models prioritized products that maximized potential profitability for target households. We then reached these customers with an effective omnichannel approach and tracked new accounts and engagement to confirm MROI.

What did we do

We started by understanding and defining the key desired business outcomes:

  • Increase marketing return on investment
  • Lift engagement activity
  • Boost average new deposit balances
  • Increase average new credit balances

How we do it

We developed a customer audience strategy and executed an upsell and cross-sell plan using five essential steps:

  • Developed customer audience strategy using enriched customer data and banking activity analysis to isolate trigger events for sales opportunities in real time.
  • Created cross-sell and upsell models prioritizing the most profitable products and services for relevant households.
  • Designed a cohesive omnichannel messaging strategy.
  • Reached customers via direct mail, email and display ads leading to landing pages.
  • Measured engagement and new accounts to confirm MROI.

Services provided

Strategy

  • Audience
  • Channel
  • Messaging

Data & Analytics

  • Processing
  • Enrichment
  • Modeling
  • Analytics
  • Measurement & Reporting

Creative

  • Print
  • Web
  • Editorial

Omnichannel

  • Direct Mail
  • Email
  • Display and Digital Media