Financial Services

After a long period of extensive deregulation and consolidation the financial services industry is facing a new paradigm. Changing credit markets are challenging the approach to driving value of the last decade resulting in increased regulatory focus and disintermediation of the value chain.

Ninah can help address these key challenges:

  • Attracting a solid deposit base as reliance on credit markets has become harder
  • Managing new technologies and distribution channels
  • Understanding how to maximize customer relationship value through product portfolio
    management and cross sales
  • Balancing acquisition and risk in deposit products through better targeting
  • Managing lifetime value by balancing acquisition, usage and churn

Case Study Financial Services Enterprise Marketing Effectiveness

Situation

A leading US retail bank was facing a changing financial and consumer landscape requiring a renewed focus on where and how marketing capital was allocated.

Approach:

Ninah created a common platform and common measure of success to understand and quantify the impact of marketing investments across all lines of business, programs and channels. The platform was used as a cornerstone of the strategic planning process

Results

As a result of this approach the Bank was able to allocate marketing capital more efficiently, and better take advantage of  cross product marketing opportunities, and leverage synergy effects. All told returns on the banks US$500 mill marketing budget increased over 25% as a result of the engagement.