AMURA - S UCC ESS STOR Y

Executive Summary
Bank of Baroda is one of the most successful consumer banks in the rural and semi-urban sectors in
India. It has a huge audience base primarily due to best-in-class customer experience.
Amura helped the Bank enhance their home loans offering by facilitating the online product
marketing channel. We implemented a systematic growth marketing strategy to improve lead
delivery and achieve a reduction in lead acquisition cost of almost 400% within a short period of time
Introduction
Bank of Baroda, with an established offline customer service model, were still facing issues
optimizing the digital channel to its full potential. The below case study pertains to the successful
online campaign Amura ran for their Home Loan Product.
 Challenges

End-to-end conversion cycle Creating awareness about Limited budget allocated

for home loan purchase is long online banking amongst for the campaign
and TOM (top of the mind) its target audience which is
recall declines progressively primarily rural or semi urban
during that period
 Our Strategy & Approach
A growth marketing strategy was formulated to focus on customer acquisition and a faster go-to market
strategy by marketing the product through the digital channel in addition to creating a strong consumer base.
The strategy was augmented with the use of various technology tools like ad automation system, CRM systems,
sales systems and marketing & sales analytics that enabled real-time tracking of business KPIs

Comprehensive approach
Amura focussed on the entire consumer lifecycle rather than the traditional “Top of the Funnel” marketing
approach. We built an integrated growth marketing strategy that analyzed the effectiveness of the campaign at
each stage of the marketing plan. Target audience was segregated into existing customers & new customers
and customized approach was developed for each segment
For new customers,
we created a lead scoring model based on

• Response to ads
• Response on website
• Response post enquiry

For existing CASA customers,

we created a data model based on

• CIBIL score
• existing real estate properties and other financial liabilities
• Average quarterly balance in bank accounts
• Demographics
This approach helped in focusing marketing efforts on high intent customers with good
ticket value thereby squeezing the sales cycle and lowering the cost of sale.
 Data-driven decision making
At every stage, contextual messaging was used to improve consumer engagement and
maintaining a strong TOM recall.

DROOLS, a “rules management system” integrated CIBIL score at the backend to build
preliminary lead score. Leads were then cross referenced with real estate data to get a final robust lead score.
Leads were prioritized by the sales team on the basis of their final scores.

This scientific data driven approach resulted in significant reduction of CPL on Google and Facebook

Experimentation
For existing customers, the processing fee for home loans was waived off, which saw an increase in lead flow.

Amura combined “custom affinity” and “in-market” audience along with Its “lookalike” to create the right
target audience pool. This experiment was highly effective in generating leads from high- intent audience.
 Execution
• Developed product marketing campaign on CASA
(Current and savings account) data based on existing customer demographics.

• Customized the communication channel across customer segments

to improve the effectiveness of the campaign

• Used sequential communication to deliver contextual and relevant messages to

potential customers. As a result saw marked improvement in the CTR metric for the campaign

• Created target audience pools using data from marketing partners like Facebook for the campaign

• Incentivised existing clients with discounted offers to increase the leads flow

• Targeted long tail keywords to drive lower CPCs, higher CTR and better quality score
 Innovation
Integrated the EMI calculators, home loan eligibility criteria, and various other
financial tools to drive better engagement
Dynamic landing pages were developed to provide specific information
to the consumers based on:

• Keywords searched for

• Ad copy on which customer has clicked
• Existing/new customers
• Modulated Content bucket based on interaction

Implemented lead score mechanism to prioritise and improve the efficiency of the sales team
Set up a segmentation engine to send highly personalised mails
Utilized “Mixpanel” automation tool, as a base analytics engine and integrated all the data including calls and
emails for reporting purposes
Integrated call centre analytics and lead scoring with CRM tool to reach the right customer at the right time
Implemented intelligent call routing for better connectivity and absolute zero lag in customer’s call
 Problems solved
• Rationalized marketing budgets to allocate spends to brand category keywords for targeting high intent
customers & get better results

• Set up bid on micro-conversions in Google Adwords. Using Mixpanel, correlated the micro-conversions and
conversions to reduce the CPL

• Derived insights into customer behaviour using existing Custom Audience lists
 Results

200% 400% 25%

Increase in the lead Reduction in the Increase in
delivery Cost per lead as pages/session
compared to earlier compared to earlier
campaigns campaign
 Vinayak Katkar
Email: vinayak@amuratech.com
Call: 9011099941
Enquire Now
Siddhartha Kinare
Email: sidkin@amuatech.com
Call: 9689919143