DIGITAL & SOCIAL MEDIA MARKETING

CASE STUDY PRESENTATION

BBVA COMPASS
MARKETING RESOURCE
ALLOCATION
Presented by Group 7

Akshay Tople M004-22 Atul Yadav M186-22

Shivani Daga M044-22 Jiya Kothari M198-22

Siddharth Harish Pillai M045-22 Saurav Gaur M221-22

TABLE OF
CONTENTS
01 Introduction- Case Dilemma
04 Analysis of Paid Search Marketing

02 SWOT Analysis
05 Analysis of Display Marketing Metrics

03 Marketing Split for Checking A/c

06 Analysis of Reach Metrics

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 INTRODUCTION - CASE DILEMMA

1 Following the acquisition of Compass Bank and Guaranty Bank, BBVA Compass changed
its name, leading to a significant drop in brand recognition and customer awareness.

2 BBVA Compass needed to allocate its marketing budget effectively across various
channels, including offline (TV, radio, print) and online (search, social media, display
ads).

3 BBVA Compass had access to a vast amount of customer data, but lacked the skills
and tools to analyze it effectively.

4 Traditionally, BBVA Compass relied heavily on offline advertising, particularly TV,

which generated brand awareness but lacked the ability to directly track conversions.

5
BBVA Compass struggled to measure the return on investment (ROI) of their marketing
campaigns across different channels.

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 SWOT Analysis

S W O T

Strenghts Weaknesses Oportunities Threats

1. Robust Parent Company:- BBVA Compass
is endowed with the fortitude and constancy
of its parent organisation, BBVA.
2. Predominant Regional Presence:- The 2. Limited Brand Awareness:- Outside of
bank maintains a dominant regional
presence throughout the Sunbelt, which
extends from California to Florida.
3. Financial Stability:- BBVA Compass exhibits
profitability and stability while maintaining a
solid financial position
1. Smaller Size:- Compared to national
banks, BBVA Compass operates at a
smaller scale.
the Sunbelt region, the bank's brand
awareness is relatively limited.
3. Marketing Effectiveness:-The bank's
current marketing efforts could be
enhanced for improved efficiency.
1. Market Expansion:- BBVA Compass has the 1. Economic Downturn: The
potential to expand its operations into new ongoing economic downturn
markets. poses a significant challenge to
2. Digital Marketing:- Leveraging digital the bank.
marketing channels like SEO, social media 2. Intense Competition: BBVA
marketing, and email marketing can expand Compass faces fierce
the bank's reach at a lower cost than competition from large national
traditional offline channels. banks.
3. Targeted Marketing:- Developing targeted 3. Evolving Consumer Behavior:
marketing campaigns tailored to specific Changing consumer
customer segments can enhance the preferences and behaviors
effectiveness of marketing efforts. require continuous adaptation
of marketing strategies.
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 ONLINE AND OFFLINE MARKETING SPLIT FOR
CHECKING ACCOUNTS
OFFLINE MARKETING
01. Brand Building
80% of new checking account came through
offline channels.
15% of new checking account customers
came from Direct Mail & Telephone.
02. Sponsorships
Multiyear sponsorship with NBA
title sponsor of PapaJohns.com Bowl
Associate sponsor of Texas Bowl, Bell
Helicopter Armed Forces Bowl, New Mexico
Bowl
ONLINE MARKETING
01. Brand Building
5% of new checking account customers
came from online.
Can reach more people and build their brand
awareness.
Online has a younger demographic.
02. Online Marketing Campaigns
Paid Search: Generic words on search engines.
Display: Advertising space on websites that
prospects were likely to visit.
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 ANALYSIS OF PAID SEARCH MARKETING (EXHIBITS 5 & 6)
From Exhibit 6, it can be observed that the share of voice for
CTR Applications Applications ‘Consumer Checking’ & ‘BBVA Compass Brand’ is low.
Platform
(%) started (%) finished (%)
Improvement in organic results traffic can
Share of Voice=
help improve share of voice.
4.21 8.33 18.99
(Organic Search traffic/
Most campaigns with the phrase ‘BBVA’
Total marketing organic
have high impressions, indicating high
search traffic) x 100
5.59 6.17 21.38 brand awareness & effective pull marketing.

Recommendations:
3.72 9.8 14.89
Location Targeting: As Dallas, Birmingham & Houston are BBVA’s
prime markets, search ads should be focused on these areas.
Unified
4.1 7.9 17.89 Type of Match: BBVA should ensure that the apt match- whether
Marketplaces
exact, phrase or broad match is to be employed.
Landing Page: It should be simple to navigate and equipped with a
The above figures have been derived from Exhibit 5.
convenient application form, thus reducing visitor churn.
While the % visitors starting application is close to the
Quality of Search Ads: Exhibit 4b shows search ads which are
ideal 10% across platforms, % visitors completing
simplistic and without extensions. This should be improved upon.
applications is abysmally low.
A stronger call to action, location, or other products can be shown.
Given that search ads cater to the action stage of the
Free Checking Account with $150 Cashback- BBVA Compass
marketing funnel, a stronger application rate is Banking in the Sunbelt made easy. Open A/c online. T&C Apply
desired- since not all of the completed applications Other retail services- Savings A/c, Low interest loans, Insurance
BBVACompass.com
are finally approved. Existing Ad Improved Ad (created as per 2010 format)
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ANALYSIS OF DISPLAY MARKETING METRICS (EXHIBIT 7)
InterClick generates the highest CTR. However the media
spend for the same is comparatively less, especially in
comparison to other Ad Networks. For example AOL where
the media spend is highest and generates less CTR.
24/7 Real Media and InterClick have a lower cost per
application completed. This suggests that they may be
more efficient at converting clicks into applications.

BBVA should prioritize Value Click on the basis of

High conversion rate (40.51%) and relatively low
cost per application completed ($156).
AdBrite: Low CTR (0.0349) and high cost per
application completed ($200). Test different
creatives (A/B Testing) and consider cost-
reduction strategies.
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 ANALYSIS OF REACH(EXHIBIT 8)

AOL has highest percentage of reach (21%) of all other network, also with highest percentage of exclusive
reach which is good to reach wider audience to build awareness and trust as quoted as one of the major goal.
Also their CPC is low even though their CTR is low.

ValueClick which we considered to be a good option as it has high CTR and low media spend also have high
duplicate reach percentage (54%), thus they lack unique reach which is just 2%. Thus it can be reconsidered to
go with value click.

Traffic market have decent percentage of reach (15%) and also high exclusive reach percentage (17%). With
very low CPC compared to AOL. Thus they can be a good option.

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 OVERALL RECOMMENDATIONS

1 Allocate more budget towards online advertising for acquiring checking account
customers, particularly search and social media advertising based on their lower cost per
acquisition compared to offline channels.

2 Exhibit 4 shows diverse customer segments with distinct needs and preferences.
Creating targeted campaigns based on these segments will improve campaign efficacy
and increase customer engagement.

3 Gradually shift budget allocation towards online channels as data and analytics
capabilities mature, while maintaining a balanced presence in offline channels.

4 Focus on media partners and ad networks with lower cost per acquisition, such as
ValueClick and 24/7 Real Media.

5
Invest in marketing attribution models and analytics tools to accurately measure the
ROI of each channel and campaign

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 DECEMBER 2023

THANK
YOU!