Case Study: Citibank uncovers hidden marketing ROI with OptiMine

Citibank uncovers $27MM in savings with OptiMine

Citibank, a large Fortune 25 bank, faced challenges with its marketing measurement. Its existing multi-touch attribution and marketing mix modeling vendors could not provide detailed, actionable insights across both digital and traditional media, nor measure how marketing affected the quality (and lifetime value) of new credit card customers. They needed a more agile solution.

OptiMine was deployed in under eight weeks, providing detailed measurement down to the campaign level across all channels. The OptiMine solution immediately identified $27 million in cost savings from low-performing spend and uncovered hundreds of optimization opportunities missed by other vendors. It enabled Citibank to see, for the first time, how marketing channels specifically affected the acquisition of high-value customers, allowing for rapid budget reallocation.

Citibank