High street bank boosts marketing performance 160% through smart

How we enabled
GREATER BRAND AND
BUSINESS PERFORMANCE
Marketing ROI & Effectiveness – Test and control
High street bank boosts marketing performance
160% through smart market testing
Marketing ROI up
160%, worth £30m
a year profit
ATM advertising
shown to increase
sales enquiries
126%
Client objectives
Digital screens pay
for themselves in
seven months
ROI on Ebiquity’s
fees in excess of
100:1
One of Britain’s leading high street banking chains wanted
richer understanding and increased transparency of what
different combinations of media and marketing activity
could deliver for its business. To spend smarter and
complement in-house econometrics, the bank needed a
reliable, more predictive approach to market testing that
could detect signal from noise in a crowded and complex
media space.
Over time, the client asked us to build increasingly complex
tests capable of assessing the interaction of multiple
factors simultaneously to meet evolving needs. TestMatch
provided our client with a clear understanding of how,
and by how much, different channels affect consumer
behavior, in terms of footfall, interviews and appointments
set up in branch, and of course sales. Our service was
progressively used to predict campaign outcomes, not just
analyze retrospectively: a real strength of TestMatch and our
approach to econometrics.
Our approach
Business results
Ebiquity’s Marketing Performance Optimization team
deployed its media testing methodology and proprietary
TestMatch tool to build, execute and analyze the impact
of different media mixes. The accuracy of the intelligence
provided by TestMatch, enabled the bank to fine-tune its
marketing performance by upweighting more effective and
downweighting less effective activities and channels.
Ebiquity helped the bank to increase ROI by 160%,
an improvement worth an extra £30m a year in profit.
TestMatch proved that messaging on ATMs drove 126%
uplift in sales enquiries for advertised products. We also
demonstrated that the capital investment in digital, in-store
screens takes just seven months to pay back. The ROI on
Ebiquity’s fees was more than 100:1.
TestMatch makes very reliable comparisons between
consumer behavior in test branches (which are surrounded
by activity) and control branches (which are not). As a result,
TestMatch is also very good at determining the impact of
hard-to-measure and subtle effects. For this banking client
these include ads shown only on ATMs, digital screens in
banks, and customer literature.
Our seven-year partnership with the banking group has
seen us fine-tune dozens of promotions throughout the
life of the bank’s long-running marketing campaign. We’ve
worked closely with both the in-house effectiveness team
and the media agency to transform the way the bank
spends across nine different marketing mechanics.
ebiquity.com
@ebiquityglobal
blog.ebiquity.com
Contact us