Thanks to unified data from AT Internet, and Mazeberry’s ROI-focused KPIs, BforBank now benefits from a clear understanding of its marketing mix. Business risks are minimised and the acquisition strategy optimised. This webinar is the perfect opportunity to discover the many benefits of combining AT Internet and Mazeberry: - How to choose marketing channels that are most effective in increasing your conversions? - How to make impressions part of your customer journey analytical framework? - How to combine both ROI-driven management of your marketing spen, and an innovative & expansionist strategy?

2. • Overview
• BforBank environment
• Marketing mix optimization
• The importance of sharing
data
In Brief
BforBank Webinar
From analytics to a fully optimised marketing mix

3. BforBank in brief
- The 100% online bank is part of the Crédit Agricole Banking Group
- Day-to-day banking (current account, free Premier Visa card…)
- Meet all savings needs (saving account, trading account, investment funds and life
insurance) and real estate mortgages
- Award-winning customer service

4. AT Internet – Leading in digital analytics
> 20
> 20 000
> 200 milliards
6
1
96 %
years of experience in analytics
websites and apps monitored
server queries per month
EU certifications
of the 2 solutions reviewed and validated
by the French Data Protection Authority
customer satisfaction

6. Take control of your investments
&
Adopt a data-driven approach to manage
your marketing mix and product mix

7. Goal: lower risks when taking business-oriented decisions
UNDERSTAND & SUPPORT OPERATIONAL TEAMS
Acquisition Manager E-store Manager
Adapt my media plan depending
upon high-margin & strategic
products availability
Prep my eCommerce with marketing
spend in mind to propel conversions
OPPORTUNITY OPPORTUNITY
Upper Management
Understand & anticipate market
trends
Actions to boost your performance
OPPORTUNITY

8. The Mazeberry Suite:

9. Best of breed
Simple
Combine two market leaders: Analytics + Attribution & Contribution
Comprehensive Agile Segmentation

10. • Stakes & Challenges
• Insights & Uses Cases
• The importance of sharing
data
BforBank Webinar
From analytics to a fully optimised marketing mix

11. • Choice of channels that contribute towards an increase in conversions
• Inclusions of impressions to fully understand Customer Journeys
• ROI-driven management of investments
Stakes & Challenges: BforBank

12. Performance Marketing PlatformAround 60% of your conversions follow this pattern:
+/- 30 days
The last-click model assumes that conversions occur in just one visit
1 day

13. Mazeberry Methodology
Customer journey analysis
Useful traffic
Autonomy
Role
Interactions
CPA ???
???
???
passer
strikerinitiator
initiator
passer
striker
striker

14. BforBank enviroment
Journey towards Attribution & Contribution
“Rome wasn't built
in a day…”
Ad Server tweaked for Last Event attribution
• Deleverage some marketing channels (retargeting, branded SEA)
• Drawbacks: Monotouch attribution model - no understanding of all Touchpoints
Mazeberry + Ad Server
• Contribution & Attribution analysis of channels tracked by Ad Servers (paid
channels)
• Advantages: End of Last Event model – control of paid channels
• Drawbacks: sole access to paid channels
Mazeberry + AT internet
• Contribution & Attribution analysis of all marketing channels (SEO + PPC +
CRM)
• Advantages: Full understanding of Customer Journeys - impressions included
1
2
3

15. Performance Marketing Platform
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MTA: Multi Touch Attribution
MMM: Marketing Mix Modeling
Decisions
Creation of a conversion hub
Media spend
- API connection with all
leading ad networks
(AdWords, Criteo…)
- Fees integration
- In-house costs integration
Stakes & Goals
- Margin integration
- Setup of goals to reach:
- CPA
- Turnover
- ROI / ROAS
- Comprehensive tracking
Clicks & Impressions
- Trusted data across-the-
board
- Cross-device

16. Code
100%Plug & Play
No implementation
Limit the involvement
of your IT department
30days
Before your first insight
Average time across all
industries
Kick off + Setup + Formation
365
days
Past data
Analyze past data to draw
insights to better prepare
future actions
GDPR
Compliant
GDPR-ready
Mazeberry is 100%
compliant with the
legislation to come
Values behind BforBank’s project

17. Investigate: Look for Affiliates that bring in the most added-value.
Re-allocate: Rethink marketing spend and work on
interconnections between channels.
Insights: Contrary to market trends, Cash Back affiliates tend to
be Autonomous in BforBank’s customer journeys. Subsequent
investments have been made.
Key Learning Points
Focus on Affiliation

18. Investigate: Integrate all information that make up customer journeys into
the Mazeberry Solution (Click & Impressions).
Re-allocate: Look at Post-Impression analyses for networks that have a
strong tendency to hunt for new clients (Pathfinder and Initiator roles need
to be favored to avoid a retargeting effect).
Insights: Stop networks that cannibalize others.
Key Learning Points
Focus on Display
PATHFINDER (PI) INITIATOR (PC) PASSER IMPRESSION (PI) PASSER (PC) STRIKER IMPRESSION (PI) STRIKER (PC)
1st impression (PI)
Follow-up
impression (PI)
1st click
Post-first click impression
(PI)
Passer click Pre-striker impression Last click
Display N. 1 12% 11% 5% 22% 10% 38% 2%
Display N. 2 23% 12% 12% 3% 20% 5% 20%

19. Key Learning Points
Focus on SEA
Investigate: find keyword groups that have an effect within customer
journeys, without solely looking at groups that seem profitable in a last-
click environment
Re-allocate: stop investing in keywords with a high CPC that do not have
much effect within customer journeys

20. Share with your team
• Federate your team around your data
• Design campaigns around seamless strategies
Manage campaigns with agencies
• Take a step back
• Information you can trust (Full-scale analysis)
Key Learning Points
Focus on Data sharing