Case Study: RBC boosts account openings and uncovers undervalued channels with Skai Impact Navigator

RBC Uncovers Undervalued Channels and Optimizes Investments with Skai™ Incrementality Tests

RBC, one of North America’s leading financial institutions, wanted to better understand how to allocate its digital media budget after an earlier test showed that Google and Facebook were significantly undervalued and outperforming its target cost per account opening. The bank needed a clearer answer on how much to invest across these channels to maximize customer acquisition and retention, using Skai’s Impact Navigator for measurement.

Skai partnered with RBC to run a five-week incrementality test that increased Google and Facebook spend by 50%, 100%, and 200% versus control markets. The results validated that RBC was underinvesting in search and social and could raise spend by 200% or more, driving more than 10% incremental account openings while still staying below efficiency goals.

RBC