Case study

How a bank in South America optimized its EMOB strategy for 3x CTR

Problem

A bank partnered with Mastercard Performance Engine to optimize its Early Month on Book (EMOB) strategy

The bank wanted to design a multi -channel marketing program to drove acquisition and adoption for 3 of its credit cards.

 

Approach

Through a Mastercard Performance Engine engagement with Mastercard’s Marketing Services team, the client was able to:

Define four audience segmentations based on demographics and anonymized and aggregated transaction insights, allowing for tailored communications.

Build marketing messages with dynamic content to power robust A/B tests to unearth optimization opportunities.

Create performance dashboards that were refreshed daily to monitor program performance.

The execution

A bank partnered with Mastercard Performance Engine to optimize its Early Month on Book (EMOB) strategy

The first phase of the program yielded:

8 days

for activation on average.

4 days

for first use on average.

26%

Open rate.

3x

Click through rate.