Refined Targeting Tactics Reduce CPA by 68% for Financial Services Institution

Goal

This established financial services institution wanted to create a digital campaign that built on their previous marketing efforts. The goal was for current and prospective members to apply for checking accounts and credit cards.

Challenges

Transparency: The client did not have historical data of budget allocation toward working media.

Thought Leadership: Data-only reporting did not develop any insights or forward-thinking strategy. Also, no backend algorithms with optimization were in place.

Service: The client had no day-to-day servicing of the marketing campaigns and had ongoing team attrition.

Solutions

Transparent Relationship: The Basis Technologies team educated the client on how to create significantly more efficient digital campaigns.

New Strategic Thinking: Basis Technologies helped to revise the client’s budget allocation to 55 different targeting tactics that explained behavioral attributes.

Raving Fan Service: Basis Technologies’ dedicated team provided a human touch and reporting insights during weekly in-depth performance reviews.

Results

• 15% more working media
• $6.63 CPM vs. $8.88 with other partner
• 25% more efficient CPM
• 68% decrease in CPA

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