Illustrative engagement. A representative scenario showing how we approach this kind of work in financial services. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping financial services
Banks, NBFCs, fintechs and wealth firms compete on trust, convenience and fair pricing, while reaching new customers in smaller towns and online.
- Digital channels now lead customer acquisition
- Financial inclusion opens new segments
- Trust and complaint handling drive loyalty
Client background
A credit card issuer, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A credit card issuer
- Sector
- Financial services
- Team engaged
- Digital Marketing
- Services
- Performance marketing, Landing page & CRO, Digital analytics & reporting
Client challenge
Applications came in, but approval rates were low because many applicants were ineligible.
Research objectives
- Deliver on the brief: performance campaigns for credit card acquisition.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Six-month programme.
Audiences we typically reach in financial services
Retail customersSmall business ownersNew-to-credit customersBranch and agent staffWealth clients
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Search and social campaigns
- 3Landing page tests
- 4Insight
We refined targeting, added an eligibility check to landing pages and optimised campaigns for approved applications rather than clicks.
Performance marketingLanding page & CRODigital analytics & reporting
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Optimise for the outcome that matters, not the click.
Recommendations
- Build on the core insight: optimise for the outcome that matters, not the click.
- Re-measure after the changes to confirm the effect.
Business impact
- The share of approved applications improved, lowering cost per approved card.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Interactive dashboard
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how satisfied are customers across channels?