Case Study: Bank of Queensland improves marketing ROI insight with Mutinex GrowthOS

ME Bank is harnessing marketing ROI to shift metrics and move the needle on results

The customer, ME Bank (a subsidiary of Bank of Queensland), was challenged by an over-reliance on low cost-per-acquisition as a marketing metric, which did not result in acquiring high-quality, long-term customers. They partnered with the vendor Mutinex and used its GrowthOS platform to gain a holistic view of marketing performance and shift their focus to marketing return on investment (MROI).

Mutinex's solution provided the ME Bank team with sharper insights into marketing ROI, enabling them to optimize for customer quality and longevity rather than just low acquisition costs. While the multiyear value of home loan customers is still being measured, early indications from other banking products suggest the new strategy is proving successful. Mutinex GrowthOS also helped facilitate a stronger partnership with the finance department by providing credible data to support the strategic shift.

Bank of Queensland

Melody Townsend

General Manager for Retail Marketing