Case Study: Major Retail Bank achieves 38% reduction in annual marketing spend and 30% lower attrition with Zeta Global

Major Retail Bank Followed An Effective Cross-channel Strategy to Yield Its Highest Marketing Roi

Major Retail Bank wanted to understand how its marketing performed across channels and attribute campaign success to specific channels. Zeta Global worked with the bank, applying a cross-channel marketing strategy and a multi-channel attribution model to improve channel visibility, optimize spend, and reduce attrition.

Zeta Global implemented an attribution model based on recency and depth of engagement across email, direct mail and call channels, and delivered a 12-month go‑to‑market plan with A/B testing to optimize timing, touches and channel mixes. The program produced a 38% reduction in annual marketing spend (primarily from direct mail), double-digit increases in product adoption and usage, a 30% reduction in attrition for email-tested cohorts versus control, and an estimated 5‑year NPV impact of $6.3M with a 16% overall lower attrition rate.