Case Study: Customer Journey – Financial

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The Assignment:

New business pitch for one of the largest agencies in the country. My involvement was in developing the strategy, including the audience identification and targeting, identifying customer journey micro-moments, and assisting in planning the short, medium, and long-term digital media strategy.

The Challenge: 

Audience Research

The client, a financial organization, was planning to enter new markets in a non-traditional way, offering digital opportunities only to two diverse test markets. They planned to lead with two key product offerings, and needed to meet benchmarks to determine success. They needed a digital marketing strategy.

The Approach:

Armed with the required outcomes, I undertook a review of the products, the data, and the audiences they currently target. I identified the different audience segments within the two distinct markets, and narrowed them based on their existing conversion rates, to fine tune the outcomes, and recommended roll out channels, and a 12-month plan to reach their different audiences.

The Work: 

  • We identified client’s traditional audiences both DMAs
  • We researched financial behavior online and offline
  • We identified micro-moments in customer journey
  • We recommended messaging and tactics
  • We reviewed competitor offerings, SWOT
  • We identified competitors for customer targeting
  • We developed specific geo-location and stepped messaging for competitor customers
  • We addressed current product challenges
  • We created segment budgets, channels
  • We recommendations for traditional and OOH opportunities

The Outcome: 

The agency made the cut!


Are you marketing to your full audience?
Are you reaching them at each stage of the journey?