How CPA affects Brand Health - Bank Category

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Egor Osaulenko

This presentation shows, on an example analysis of top Ukrainian banks, how CPA strategy affected Brand Health.

Marketing

"Everything is a brand. Everything but a bank." Duena Blomstrom, FinTech & Innovation Consultant YouTube Link: https://www.youtube.com/watch?v=HuBakrgAFUE Watch more from Data Natives 2015 here: http://bit.ly/1OVkK2J Visit the conference website to learn more: www.datanatives.io Follow Data Natives: https://www.facebook.com/DataNatives https://twitter.com/DataNativesConf Stay Connected to Data Natives by Email: Subscribe to our newsletter to get the news first about Data Natives 2016: http://bit.ly/1WMJAqS About the author: Duena is an independent Digital Banking consultant, FinTech specialist, an entrepreneur and an Angel Investor, a mentor for Startupbootcamp and Techstars, a blogger with cutting edge opinion style, a public speakers at industry events, the inventor of the EX concept and for the past 18 years has been in the the Telco and the Finance world on the strategy and consulting side, be it for sales or marketing. Most recently, Duena has been the Head of Sales and Marketing for Meniga from when it was a tiny Icelandic start-up to winning Finovate 3 times and becoming market leader in customer engagement in finance and have therefore “seen it all” in digital.

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How CPA affects Brand Health - Bank Category

1. How CPA affects Brand Health Bank category

2. CPA How CPA affects Brand Health. Bank category.

3. CPA -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 Knowing Knowing How CPA affects Brand Health. Bank category.

4. -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Trust Don’t Trust CPA 2011 2012 2013 Knowing Knowing How CPA affects Brand Health. Bank category.

5. -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Trust Don’t Trust CPA 2011 2012 2013 Knowing Knowing Non CPA How CPA affects Brand Health. Bank category.

6. -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing How CPA affects Brand Health. Bank category.

7. -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust How CPA affects Brand Health. Bank category.

8. -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust How CPA affects Brand Health. Bank category.

9. -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust How CPA affects Brand Health. Bank category.

10. 0.50% 1,18% 0.85% 0,83% -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust How CPA affects Brand Health. Bank category.

11. 0.50% 1,18% 0.85% 0,83% -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust How CPA affects Brand Health. Bank category.

12. 0.50% 1,18% 0.85% 0,83% -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust How CPA affects Brand Health. Bank category.

13. 0.50% 1,18% 0.85% 0,83% -1.75% -1.25% -0.75% -0.25% 0.25% 0.75% 1.25% 1.75% -40.00% -30.00% -20.00% -10.00% 0.00% 10.00% 20.00% 30.00% 40.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2011 2012 2013 CPA Non CPA Trust Don’t Trust Knowing Knowing Knowing Knowing Trust Don’t Trust The main Brand Health indicators constantly depends of the level of Knowing. Breaking of this constant is the result of the chosen strategy. In our example, during the first quarter of 2013, some amount of banks started to use CPA buying model. This lead to an increase of the level of Untrust faster than increasing of the level of Knowing. At the same time the level of Trust has increased lower than the level of Knowing has increased. To confirm this theory we have made the same research for the same number of banks, of the same bank category, but which didn`t used the CPA buying model in their communication strategy. Their results were absolutely opposite. This research confirms the approval that CPA kills Brand Health. How CPA affects Brand Health. Bank category.

14. 1. For introductory we took the fact that the CPA kills Brand Health. 2. We have compiled a list of banks that came out in 2013 with CPA campaigns. Among them we left 4 ones, which used CPA campaigns each quarter of the year. 3. Starting from the year of 2011, we measured the main Brand Health indicators of each bank, during each quarter, they are Knowing, Trust and Distrust. According to this massive of data the trending lines were plotted. The infographic compares the level of Knowing to the level of Trust (upper part) and compares the level of Knowing to the level of Distrust (lower part). 4. For confirmation of the introduction theory we we conducted a similar research for banks, which didn`t used CPA buying model in their communication strategy. Methodology

How CPA affects Brand Health - Bank Category

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