ME Bank
First Party Data Strategy & Integration for ME Bank

Brief
ME Bank approached Razorfish with the need to integrate customer data captured in their Lead Management System into Google Analytics for home loan application conversions. An integration was necessary to understand the performance of campaigns leading up to settlement, and to enable a personalised user experience for end-to-end customer tracking.
Background
Implement end to end tracking by integrating online and offline data using Google Measurement Protocol. Provide the ability to attribute campaign and google user information leading to the final stage of a user's home loan application.
35%
Increase in online orders 2023
Solution
As there wasn’t a native integration between ME Bank's Learning Management Systems and Google Analytics accounts, the Razorfish team identified the approach of leveraging Google Measurement Protocol as a solution enabling data integration. By sending Google Analytics cookie information along with campaign level data to the business' backend systems, and by implementing Google Measurement Protocol, Razorfish collected offline events and unified cookie and campaign information.
The integration of first-party data using Google Analytics Measurement Protocol allowed ME Bank to achieve accurate end-to-end tracking of their customers' home loan application journeys. By consolidating online and offline data, ME Bank was able to more effectively attribute marketing campaign performance and refine customer engagement strategies. This empowered the bank to optimise their home loan application conversions and deliver more personalised content to users, improving their overall digital marketing strategy and ROI.
Increase in journey visibility
87%
Increase in journey visibility
12x
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