Reducing cost-per-account-opening by 58% across digital channels
Regional Commercial Bank
Reduction in cost per account opening
Increase in digital account openings
Increase in funded account rate
Total media budget reduction
The bank was operating separate paid search, social, and display programmes through different agency partners, with no unified attribution model and significant budget duplication. CPA was 3× the business target and the volume of accounts opened through digital was declining year-on-year despite increasing spend.
We consolidated the digital programme under a single unified measurement framework, rebuilt campaign architecture to eliminate overlap, and introduced a CPA bidding model tied to account-opening events rather than lead form submissions. We also introduced propensity modelling to focus spend on audiences most likely to open and fund an account.
- 01
Unified attribution infrastructure across all digital channels
- 02
Campaign restructure eliminating audience overlap and budget cannibalisation
- 03
Propensity model trained on 18 months of customer data
- 04
Arabic and English creative developed separately with distinct messaging frameworks
- 05
Landing page CRO programme reducing drop-off at application stage by 34%
- 06
Weekly optimisation cadence with commercial commentary for marketing leadership
The bank opened more accounts in the 12 months following programme restructure than in the previous 3 years of digital investment combined — at a lower total media cost. The programme became the internal benchmark for how digital acquisition should be measured and managed.
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