Dhani, a one-stop shop for all personal finance needs, provides all kind of loans directly to your bank account within minutes through a paperless procedure. The challenge was to capture the different nature of user behavior exhibited over weekends as compared to the weekdays. Acquisition costs over the weekend is much higher viz-a-viz weekdays owing to lower interaction rates. However, building multiple creatives is an expensive and time-consuming venture. The objective was to identify a quick, cost-effective way of making customized creatives for relevant audiences along with a tracking mechanism to measure performance.

After analysing performance of campaigns, the team at Merkle Sokrati developed a data-driven creative strategy for personalized communication with audiences.

An extensive seed analysis of conversions was carried out to understand the best performing audience personas from over 1000+ data points. Key triggers like Day of week, Interest buckets were identified to develop a data-driven strategy for creative messaging and presented to the Indiabulls team.

Programmatic platform allowed the team to create 20+ versions of creatives on the go and deploy using the precise Audience personas already developed. Creatives had audience specific communication that helped in building higher connect and in driving better performance metrics.

“By ensuring that our creative efforts are based on data driven results, we have been able to better metrics not just at the front end, but all the way through the funnel. Merkle Sokrati has been a great partner in helping us device strategies that reach out to audiences more efficiently, by increasing the relevance of what we have to say to them. We are excited to leverage the advantages of programmatic marketing further as we move ahead.”

Mr. Vishant Krishnan

Sr. Manager, Marketing and Communications at Indiabulls