• Language
  • Navigation

Targeting Online Ad Budget: A Banking Case Study

The Company

A top 10 US bank

The Challenge

The company was interested in using digital media to drive new customer acquisition but was unsure of ROI.

The Solution

The client turned to APT's Test & Learn software to help them measure the in-branch impact of online ads. 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, with a higher median income, and where there were more college graduates.

The Results

A targeted rollout of the program to the top 20 markets drove $10MM in incremental annual profits.
Read full article  | Read full article as PDF