The Challenge
Optimize advertising investment in digital media through the use of AI with Machine Learning, Automation, and Big Data, using ClaudIA.
The Approach
Through ClaudIA, a cross-functional digital marketing platform supported by powerful technology on GCP (Google Cloud Platform), which is capable of generating added value easily and quickly using AI, and combines big data with machine learning and digital marketing.
The goal was to achieve growth in new customers, attracted by the two flagship products: the Intelligent Account and the Intelligent Mortgage. This was in a highly competitive environment with significant increases in advertising investment in products such as online accounts and mortgages. The approach was to use a CPA (Cost Per Acquisition) adjusted to the profitability generated by a customer at EVO (profitability adjusted for being a bank with no fees and no requirements) and to try to achieve this in a context of cookie rejection.
The Results
Year-over-year growth of new customers exceeding 20%.
Three challenges achieved so far, thanks to the excellent work of the EVO Digital Marketing teams and the technology area, the digital media team, and the t2ó ONE team
Maria Paz Comesaña Perez – Marketing Director – EVO