Challenge
As a prominent player in the German financial services sector, TeamBank navigates a dynamic and highly competitive market environment that yet offers opportunities.
Rising media prices and shifts in the customer journey in the financial sector over the past years are fortifying the importance of identifying potential for increasing efficiencies.
This has encouraged TeamBank to sharpen their understanding of key marketing drivers and optimize the use of resources to unlock further growth potential.
Approach
LIFT ROI, Kantar’s unified Marketing Mix Modelling framework was implemented, to:
- Take short and long-term effects into account, in one holistic framework
- Identify key media and non-media drivers
- Keep learning through regular data Updates & Refits
- At all times, TeamBank was closely supported by Kantar's ROMI experts. Results were integrated on Kantar's LIFT ROI platform to allow for optimizations
Insights & Impact
By implementing the marketing mix modelling TeamBank gained a deep insight about a highly efficient media allocation and increased their media ROI by 25% year-on-year.
Integration of Creative Quality Scores helped optimize the TV and Online Video content strategy.
Quantifying the non-media effects such as competitors’ impact and direct marketing drivers helped gaining a clear picture about the leaks as well as about the resources crucial for the business performance.
