Scenario · Banks
A bank had combined consumer applications and commercial relationship leads in one marketing report. We separated product journeys, equipped relationship managers and followed suitable demand through the bank's approved onboarding stages.
240 → 330
60% → 66%
$125 → $100
Comparable reporting periods
A bank had combined consumer applications and commercial relationship leads in one marketing report.
The work focused on active new retail relationships, completed-onboarding-to-active conversion, marketing cost per active retail relationship. Active retail meant approved onboarding plus a defined funded account activity within 30 days. It was not a profitability or credit-quality claim; commercial accounts were excluded from retail costs.
Which activity helped active new retail relationships, and what happened at the next decision?
What we did
The priority was active new retail relationships. The team used completed-onboarding-to-active conversion and marketing cost per active retail relationship to assess the next stages, with a clear distinction between activity and accepted outcomes.
We separated product journeys, equipped relationship managers and followed suitable demand through the bank's approved onboarding stages.
The team compared active new retail relationships, completed-onboarding-to-active conversion, marketing cost per active retail relationship across the agreed reporting periods. Active retail meant approved onboarding plus a defined funded account activity within 30 days. It was not a profitability or credit-quality claim; commercial accounts were excluded from retail costs.
Active new retail relationships moved from 240 to 330. Completed-onboarding-to-active conversion moved from 60% to 66%. Marketing cost per active retail relationship moved from $125 to $100.
Active retail meant approved onboarding plus a defined funded account activity within 30 days. It was not a profitability or credit-quality claim; commercial accounts were excluded from retail costs.
We calculated relative changes from the baseline and comparison values and reported conversion or retention changes in percentage points. We rounded displayed changes to one decimal place where needed. The figures did not establish that marketing caused the outcome.
Measurement window: Two comparable 90-day retail onboarding campaigns; commercial banking reported separately.
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