Finance

Objective
The bank aimed to enhance its first-party data and strengthen audience segmentation for campaigns across loans, credit cards, savings, investments, and insurance. The goal was to combine internal CRM data with external audience intelligence to improve targeting and personalization.

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Data Strategy

1. Audience Data Integration

   • We mapped mobile identifiers and location signals to identify when and where audiences were most active—at work, home, or on the move.

   • These insights revealed behavioral contexts relevant to each financial product.

2. Segmentation and Audience Enrichment

   • Demographic, behavioral, and geolocation data were used to create high-resolution audience segments.

   • Whitelist/blacklist logic ensured efficient spend—whitelisting existing customers for upselling and excluding them from new-customer acquisition.

3. Contextual Intelligence and Activation

   • Contextual data identified users engaging with competitor financial products or related content.

   • Enriched audience datasets were pushed through LiveRamp for CDP ingestion and activation across channels.

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Results

• Smarter Targeting: Enhanced CDP segments allowed precise, product-specific audience activation.

• Higher Efficiency: Reduced duplication and improved ROI across marketing programs.

• Better Customer Insights: Contextual data revealed emerging product interests and competitive overlaps.

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Impact
The project unified behavioral, location, and contextual data into a single framework, turning a legacy CDP into a dynamic intelligence engine for more effective and privacy-compliant financial marketing.