Global bank HSBC set media agency OMD the challenge to drive uptake of their premier accounts by targeting a very precise custom audience that met the strict qualification criteria.
To reach this niche audience using a programmatic strategy, HSBC used data enabled by Novatiq and the targeting capabilities of Platform 161. The campaign compared three targeting strategies to establish the value of deterministic data, versus probabilistic. By leveraging this data, HSBC drastically improved their conversion rate and exchanged passive clicks for meaningful visitors.
- 150% increase in conversion rate
- 10% increase in form submissions
- 15% decrease in bounce rate
“As the lives of HSBC Premier customers become less linear and predictable, in order to reach potential customers we need to constantly evolve targeting criterias. To do that, we require trusted partners to deliver high-quality user data that is compliant with data regulations. We’re thrilled to have found this game-changer.”Meltem Gülören, HSBC Digital Marketing Manager