Case Studies Targeting Online Ad Budget

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	Targeting Online Ad Budget

Targeting Online Ad Budget

Technology Category	Analytics & Modeling - Predictive Analytics Analytics & Modeling - Real Time Analytics
Applicable Industries	Finance & Insurance
Applicable Functions	Business Operation Sales & Marketing
Use Cases	Demand Planning & Forecasting Predictive Replenishment
Services	Software Design & Engineering Services System Integration
Challenge	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. Read More
About Customer	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. Read More
Solution	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. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Analytics & Modeling - Real Time Analytics

Applicable Industries

Finance & Insurance

Applicable Functions

Business Operation

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Predictive Replenishment

Services

Software Design & Engineering Services

System Integration

Challenge

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.

About Customer

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.

Solution

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.

Impact #1	The APT software enabled the bank to accurately measure the impact of their online ads, isolating the cause-and-effect relationship between the ads and new account generation.
Impact #2	The software's automated de-averaging feature identified key drivers of performance, such as brand presence, median income, and education levels, allowing for more targeted marketing efforts.
Impact #3	The predictive model built by APT software provided the bank with a scientific approach to target markets that were most likely to respond positively to online ads.

Impact #1

The APT software enabled the bank to accurately measure the impact of their online ads, isolating the cause-and-effect relationship between the ads and new account generation.

Impact #2

The software's automated de-averaging feature identified key drivers of performance, such as brand presence, median income, and education levels, allowing for more targeted marketing efforts.

Impact #3

The predictive model built by APT software provided the bank with a scientific approach to target markets that were most likely to respond positively to online ads.

Benefit #1	The targeted rollout of the program to the top 20 markets drove $10MM in incremental annual profits.
Benefit #2	On average, the online ads improved branch new account acquisition by 3%.

Benefit #1

The targeted rollout of the program to the top 20 markets drove $10MM in incremental annual profits.

Benefit #2

On average, the online ads improved branch new account acquisition by 3%.

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Overview

Targeting Online Ad Budget

Operational Impact

Quantitative Benefit