Targeting Online Ad Budget
公司规模
1,000+
地区
- America
国家
- United States
产品
- APT’s Test & Learn software
技术栈
- Patented Algorithms
- Predictive Model
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Revenue Growth
技术
- 分析与建模 - 预测分析
- 分析与建模 - 实时分析
适用行业
- 金融与保险
适用功能
- 商业运营
- 销售与市场营销
用例
- 需求计划与预测
- 补货预测
服务
- 软件设计与工程服务
- 系统集成
关于客户
A top US bank, which is a major player in the financial industry, was looking to leverage digital media to enhance its customer acquisition strategy. The bank had previously experimented with online advertisements in various markets but faced challenges in determining the effectiveness of these ads due to fluctuating market conditions and other external factors. The bank's primary goal was to identify whether their digital media investments were yielding a high return on investment (ROI) and to understand the specific conditions under which these ads were most effective. With a large customer base and numerous branches across the country, the bank needed a robust solution to accurately measure the impact of their online advertising efforts.
挑战
The company was interested in using digital media to drive new customer acquisition but they were unsure if their investments would generate high ROI. The bank had tested online ads in some markets, but due to weekly volatility, impact of local market conditions, and other external factors, the client had a difficult time isolating the cause-and-effect relationship between online ads and new account generation in the branch.
解决方案
The client turned to APT’s Test & Learn software to help them measure the in-branch impact of online ads. APT software used patented algorithms to construct a custom, well-matched control group from markets where online search and display ads were not being shown. Test & Learn analysis showed that, on average, the online ads improved branch new account acquisition by 3%. However, automated de-averaging determined that the increase was greatest in markets with greater brand presence in the previous year, areas with a higher median income, and where there were more college graduates. Based on these identified drivers of performance, APT software built a predictive model, which targeted markets scientifically proven to respond positively to the test.
运营影响
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