Customer Success Story
CUSTOMER SUCCESS STORY
EUROPEAN BANK BOOSTS PAID MEDIA PERFORMANCE TENFOLD WITH CSG XPONENT The Need
The Challenge
Following the financial crisis of 2007-2008, the U.K. government recommended that there should be more competition and choice in the U.K. retail banking sector. The ability to switch bank accounts in a fixed 7-day period was deemed critical to increasing competition in the market.
To track, segment and deliver advertising retargeting to the approximately 500,000 annual website visitors, the bank needed a solution that went beyond aggregated engagement scores. They required a sophisticated web tagging architecture that could track on-site engagement and individual customer journeys. The system would also need to pair this site interaction data with a data management platform (DMP) to track media spend in real time, then synchronize messages across web and paid media to determine next best action and increase spend efficiency. Paid media would include delivery of TV ads, banner display ads and more.
A U.K. financial leader and provider of existing clearing and faster payments services used this opportunity to create a faster switching service. To increase awareness of their new service and its website, the bank planned an integrated web and paid media campaign. They wanted to capture individual consumer interactions to identify those interested in switching banks, and then subsequently target them off-site with intelligent media that would solidify their confidence in the service. The bank needed a customer engagement solution to measure consumers’ awareness, consideration and intent to use this new offering.
Immediate impact to the bottom line in 4 months 250,000 visitors analyzed 260% increase in clickthrough rate 10x increase in paid media performance CSG® IS A REGISTERED TRADEMARK OF CSG SYSTEMS INTERNATIONAL, INC. © 2022 CSG SYSTEMS INTERNATIONAL, INC. AND/OR ITS AFFILIATES (“CSG”). ALL RIGHTS RESERVED.
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