Adopting Data Centric Successful Showcase

Citibank Credit Card Promotion Campaign

BackgroundThe credit card industry has grown rapidly in the last few years. It comes as
no surprise that most forward-thinking businesses must need to capitalizeon the use of data to become more efficient, more customer-centric, and as
a result, more profitable.
The fundamental question is: How did Citibank get the most out of its own
data to find new potential cardholders to keep up with the competition?
Objective: To help Citibank with big data processing for driving newcustomers and ultimately fuel business growth in the long run.

2

Challenge

1High potential
cardholders become
saturated in the market
Retail banking value the most on potential
segment who are interested in credit card& investment products, but what are thealternative way to help them find new
potential cardholders?

32

Unable to identify Citibank
existing cardholders via its
channelExisting cardholders are also an importantsegment to tap with their continuousinterest on Citibank products, thus it isnecessary to conduct a full audience
profile analysis of this segment

OutcomeCPA dropped
27%

Results

CPL

Lead Marketing Cost
CPA dropped 69%
CPL dropped
26%
CPL dropped 40%

Budget
預算

Data Bond Segment

CPL(名單成本)CPL (Lead Cost)

Excluding existing
cardholders

CPA(辦卡成本)CPA(Card cost)

Create broader
lookalike audience

Leveraging data-centric strategy to reduce overall marketing cost
4CPA

Card Marketing Cost

40% 69%Higher Quality Lead
Higher Approval Rate

How did Vpon Tackle this?

How did Vpon tackle thisUsing Vpon Data Solution

Data Collection

Help client by harnessing the power ofdata to maximize the effectiveness ofData

every marketing campaign in order toIntegration

generate new data use for creating
sustainable marketing strategy in the

Data Activation

long runExperience
11 years
across APAC

OutcomeTeam
Over 25
Data Scientists

6

Reach20M
unique devices
per monthData Collection
DataCollection

Programmatic Advertising

Partner with Vpon

Focus on ad platform
operation and optimization

Collecting browsing datafrom Citibank website

Data

Integration

DataActivation

Data

Outcome7

Vpon
Data Management Platform
Over 20M unique devices per month

Unlike programmatic advertising creates an environment that is focused on campaignoptimization, Vpon strongly maintains its in-depth cooperation with Citibank in analyzing its
official website data to pinpoint new opportunities

Data Collection
DataCollection

Data

Integration

Data

Partner with Vpon

One-stop Data Analysis

Vpon values customer privacy
and effectiveness on conversion
rate. Hence, we proposed toprovide one-stop data analysis
as key data acquisition.
Digital Footprint

Citibank
official website

Credit Card

Audience Segment

Activation

Data

OutcomeIntegrating with Vpon DMP to enrich data dimensions

8WealthManagement

APP Interest

LoanMortgage

Transaction Data

Data Integration
Data

Collection

User Comparison

Website One-stop
Analysis

Data

Integration

Effectively replace

Vpon DMP
Data

Activation

Analyze Citibank’s existing
cardholder profile
Integrate with Vpon proprietary data
platform with Citibank’s entire website data

Data

Outcometo analyze and predict the behavioural

pattern of Citibank existing cardholders

9CRM data source

Identify more existing Citibank cardholders
through lookalike and exclusion to replace
CRM data source effectively

Data Integration
Potential Audience
Data

Collection

Citibank
official website
Data

Integration

Credit CardWealthManagement

Excluding
Existing Cardholders

DataOutcome

10

Leveraging big data tofilter out existing
Citibank cardholders'segment

Mortgage

Potential Lookalike Audience
Credit card

DataActivation

Loan

Code inserted into
different product lines
to collect and analyze
individual profiles to
identify potentialaudience

Travel DiscountLife & Leisure• Accommodation • Movie• Travel• Exercise• Ticketing ...
• Shopping ...

SpecialCategories• Installment• Premium• Pay on behalf ...

Leveraging big data toidentify existing cardholders
and analyze according totheir preferences, andexpanding through lookalikemodeling

Data Integration
Identify new potential segment through Vpon data analytics tools
DataCollection

DataIntegration

Enlarge audience poolthrough lookalike

DataActivation

Data

Outcome
Identify those potential
with app download basedon our data analysis
11

Explore new potential segment who areinterested in advertisingData Activation
Creating potential audience pool drawn from Vpon data integration
DataCollection

Data

Potential Segment

Audience
interested in credit
card application

Integration

DataActivation

Reach potential segment through ourwide range of mainstream media

Filter out Existing Cardholders
Effectively eliminate existing cardholders
through our proprietary data platform

Client’s target
Credit Cardholders

Ad Platform Delivery⚫ Vpon Ad Network⚫ Google Network⚫ Facebook⚫ Others…

Data

Outcome

Audience Segment
12

Cross-platform application toavoid duplication and ensure
effective resources allocation

Flexible application acrossplatforms allow data to be reusedfor subsequent optimization

Data Activation
Leveraging Vpon data capability to identify KEY potential segment
DataCollection
Backpacker &Frequent Traveller

Lifestyle & RetailAutomobileDataIntegration

DataActivation

Data

Outcome13

Frequent Travellers
Segment

Frequent City Walkers
Segment

Thrill Seekers
Segment

Blasting different
ads to different
audience segment is
KEY to deliver theRIGHT message tothe RIGHT audience

Data Outcome
DataCollection

Data

Integration

Using data generated frommarketing campaigns to create
Audience Insight Reportin creating a sustainable cycleof data use in the long run

CPL

Lead Cost

Data

Activation

40%

Results

Data Report Audience Profile Analysis

CPA

Card Cost

69%

App Interest Analysis

DataOutcome

Higher Quality Lead
Higher Approval Rate14Audience Segment
Analysis

Purchase Behaviour
Analysis

Knowing your DATA is your next
FRONTIER of business success
Data reuse acts as a strategic weapon for driving yourmarketing success in the long run15

Data

Collection

Gaining FULL control of your data
Advertising is no longer a one-stop SHOP

Data

Integration

Data

Activation

Data cannot be analysed through advertising platforms
due to their closed ecosystem, however, Vpon can help
clients to develop its own data bond segment to gain
actionable insights for devising long-term marketingstrategies through Vpon DMP, marketing campaigns
and client’s customer data

Data

OutcomeAll data collected will not disclose any personal information while data

storage is subject to a number of regulatory compliance standards

16

Gaining FULL control of your data
Advertising is no longer a one-stop SHOP

Exclusive Data Bond Segment
Long-term Strategic Weapon
Audience Insight Report
Accumulate data through every
marketing activity, making yourdata more abundant and moreaccurate

17

Unlike other advertising platforms withits data cannot be analysed, Vpon data
team can provide in-depth data
analysis, enabling Citibank to gain abetter understanding of its audience
profileTarget the RIGHT message to theRIGHT audience
Through data accumulation and dataanalysis, specific and relevant ads
can be targeted to the definedaudience segments resulting in highconversion rates

For publishers
partnership@vpon.com
For clientssales.hk@vpon.com
For collaborations
marketing@vpon.com
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