Banco Santander. Intelligence at the service of business

Introduction

Banco Santander’s main objective was to think about increasing the demand that derived from the automated processes of injecting data into their channels. To achieve this, with the DMP at the core of their strategy, their Mortgages product was chosen to test the effectiveness of data driven strategies; effectiveness based on business KPIs in activations of prospecting and retargeting.

Description

We designed the segmentation and qualification strategy for Banco Santander’s Mortgages product. Using our methodology as reference, and always in coordination with the client, we established a decision matrix based on user variables, navigation variables, logic and business. We transformed data into strategic segments that can be carried out in real time on any platform that can be accessed from the DMP, be it to improve the performance of paid media actions, or to improve user experience in their own media. In this way, we were able to automate the process, transforming the user from anonymous into a unit of decision-making within the bank’s communication cycle.

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    Scoring

    Qualification of users based on logical and business variables. Thermomarketing.

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    Depth

    Multi-variable classification. Execution of proprietary methodology for the selection, classification and aggregation of variables for the qualification of users, which allow for an optimum level of granularity and fragmentation in the building of audiences.

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    Smart Activation

    Thanks to this in-depth scoring strategy, we widened the richness and possibilities in the phase of creating activation strategies, considerably improving global performance


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