Marketing Optimization Levering NPV for a Canadian Lender
Background: A Canadian consumer lender had difficulty optimizing their digital marketing campaigns given their toolset available
Outcome: AQN highlighted alternative Marketing Spend options for the client, ranging from reducing marketing spend by 20% and achieving the same result, to increasing value created by 45% with no additional cost
AQN’s Approach:
The client had been using ‘Cost to Acquire’ as primary metric to drive Marketing Spend decisions
NPV tools did not allow for differentiated value estimations by marketing channel
AQN revised clients NPV tools, more accurately estimating values and allowing the flexibility to estimate value for different groups of accounts
Shifting selection criteria to ‘NPV Generated per Account’, client was able to make substantially better business decisions
Key Results:
