Smart analysis techniques help OTP Bank triple the value of loans issued

With their headquarters in Budapest, OTP Bank Group is one of the largest independent financial services providers in Central and Eastern Europe offering a full range of banking services to private individuals and corporate clients. They launched programmatic advertising to raise brand awareness, promote consumer cash loans in Russia, and stimulate people to complete loan applications on the website.
Their performance agency MGCom set out to study whether website loan applications delivered significant value for the business. They wanted to discover whether online post-view conversions – defined as loan applications on the website – eventually resulted in the issue of loans offline. To do so, they needed to measure loans issued offline in OTP Bank offices and connect them with previous ad impressions. This would ideally allow better optimisation going forward.
We not only can measure post-view conversions, but also loans issued and average loan amount, which fully corresponds to the business targets of our bank’s digital marketing activities.
The team used the Google Marketing Platform to launch an advertising campaign in Display and Video 360. By implementing a Campaign Manager pixel on the website, it became possible to monitor loan applications completed online after an ad impression. The pixel generated an ID for each application. This custom variable could then be matched to an ID in the bank’s own customer relationship management (CRM) system.

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