Millennium bcp targets personal loan customers with BigQuery machine learning
Millennium bcp· PortugalBigQuery · Google Analytics 4 · Firebase +1Millennium bcp, Portugal's largest private bank, used BigQuery's machine learning tools, Google Analytics 4 and Firebase to analyze behavioral patterns of existing customers and build predictive models segmenting clients by loan propensity, achieving a 2.6x higher conversion rate and 2.4x greater conversion volume in owned media, a doubling of paid media conversion volume with 1.9x higher conversion rates, and a 36% drop in cost per acquisition.
Overview
Millennium bcp, Portugal's largest private bank, used BigQuery's machine learning tools, Google Analytics 4 and Firebase to analyze behavioral patterns of existing customers and build predictive models segmenting clients by loan propensity, achieving a 2.6x higher conversion rate and 2.4x greater conversion volume in owned media, a doubling of paid media conversion volume with 1.9x higher conversion rates, and a 36% drop in cost per acquisition.
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Inspect the highlighted sourceThe challenge
Millennium bcp's personal loan applications relied on physical branch visits with limited hours and lengthy manual processes, which restricted scalability and fell short of customers' expectations for seamless, personalized digital service.
The solution
Millennium bcp's in-house digital marketing team used BigQuery's machine learning tools to analyze behavioral patterns of existing loan customers and build predictive propensity models segmenting users into low, medium and high interest tiers, then activated those segments as tailored audiences through Google Analytics 4, Firebase (personalized in-app messaging) and Display & Video 360 (targeted paid campaigns).
Reported business value
BigQuery-powered audiences delivered 2.6x higher conversion rates and 2.4x greater conversion volume than other first-party audiences in owned media; in paid media, conversion volume doubled with 1.9x higher conversion rates, and cost per acquisition dropped 36%.
Sources
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