TechOrange Interview | Adopting data-driven approach in acquiring new potential cardholders
January 07, 2020 – Taipei
Our Chief Operating Officer, Arthur Chan, has been featured in a recent exclusive interview with TechOrange to share his insights on the common traditional digital marketing approach that clients often adopt to reach its defined target audience. Like many aspects of marketing, it involves a lot of resources in the repeated trial and error process resulting in significant increase in marketing cost and eventually decrease labor efficiency. Clients should begin adopting the use of Big Data analytics in defining the right audience segment and make better business decision which ultimately enable continuous business growth.
With our continuous in-depth co-operation with our valued client, Citibank, Vpon was able to collect data from their official website across different product lines (which effectively replace CRM data source) and integrate with Vpon’s proprietary DMP database to analyze and predict behavioural patterns of Citibank existing cardholders. We continuously leverage Big Data to identify existing cardholders and expand through lookalike modeling, as a result, CPA and CPL have largely been lowered demonstrating the importance of developing its own data bond segment to gain actionable insights for devising long-term marketing strategies.
Full Article (Chinese version only):
https://buzzorange.com/techorange/2020/01/07/credit-card-big-data/?fbclid=IwAR2G926-wQrVG2fSZsRlCEqe39UBHS3fbyOBRpTbi01HB01tZ8CA62JAzFg
