Case Studies

ABN Amro wil met certificaten een goedkoper alternatief bieden voor de bekende beleggingsfondsen. Maar de ene belegger is de andere niet. Met behavioral targeting en zelfdenkende banners spreekt de bank zowel agressieve als defensieve beleggers aan.

Behavioral Targeting Surpasses Run-of-Network Campaign Across All Metrics Tested.

Introduction

Serving Retail Customers Online
Société Générale’s (SG’s) retail banking site was designed to provide consumers access to detailed product information, and a suite of intuitive financial service applications for personal loans, checking accounts, mortgages, and home equity loan products.

In an effort to improve the service to its customers, SG continued to add online applications. However, these additions did little to improve application completion rates. Looking back, Gwenaëlle Evenot, Senior Web Marketer, admits, “We needed help. We tried to market, sell and service our customers
online as best we could, but we were essentially flying blind.”

• What type of advertising drives interest and action? To what extent
  are online consumers receptive to different advertising strategies?
• How large is the BT receptive audience and how can this group be
  characterized – in particular what is this group’s propensity to shop
  online?
• How does the Internet fit into daily shopper activities?
• How are users leveraging different tools (as a compliment or outside of Search?)
• How does the Internet fit into the shopping process? And how does
  the shopping process vary by product category?
• To what extent is there an opportunity to reach online shoppers
  through behavioral targeting?