Background :
Having presented the opportunity of pandemic-induced market, we’ve seen a skyrocketing in personal and household expenditure in Indonesia. In spite of that, PermataBank still facing high marketing costs with a low conversion rate, specifically for PermataBank’s credit card.
PermataBank aimed to improve the efficacy of the digital strategy by harnessing data-driven optimizations. Which desired results are in stimulating quality user engagement and driving business growth by increasing higher credit limit distribution.
Approach :
The strategic objective is to enhance the effectiveness of digital marketing campaigns on Google and Meta. On the other hand, effectively reaching the right and qualified audience across Google properties and Meta presents a challenge. Merely relying on the targeting options offered by the ad platform is not sufficient since it's to general.
By utilizing Appsflyer, a mobile attribution tool, as primary source, PermataBank could measure audience segmentation with more depth. PermataBank could differentiate New-To-Bank (NTB) Vs. Existed-To-Bank (ETB) users to expand the business, resurrect audience based on activity, and finding high quality audience based on transactions.
Impact :
Overall, the accomplishments demonstrate improved operational efficiency, successful audience targeting, and increased credit card usage. These achievements position the PermataBank business for continued growth and success in the market with the following amazing results: