Westpac
Implementation of Dynamic Creative Optimisation (DCO) - personalisation
Brief
The current creative workflow at Westpac encounters significant challenges related to speed to market and personalised engagement, hindering its ability to efficiently deliver tailored experiences to existing and prospective customers. Recognizing these inefficiencies, it became clear that a transformative approach was necessary to enhance operational efficiency and customer engagement. The proposed solution was the implementation of Dynamic Creative Optimization (DCO), allowing the tailoring of content to individual preferences and maximising the impact of Westpac’s outreach efforts, ultimately addressing both the speed and personalisation challenges in the creative process.
Background
The primary task was to trial the DCO program specifically within the mortgages line of business. This involved collaborating closely with key stakeholders, including the mortgages media manager, the WestpacOne team and DCO technology partner, to set up and deliver the DCO initiative effectively. Key objectives included ensuring that all necessary components were aligned to support the trial, from technological integration to content development, while adhering to legal and compliance standards throughout the process.
35%
Increase in online orders 2023
Solution
We established a dedicated working group to align on campaign objectives and facilitate cooperation across teams. Collaboration with the selected DCO technology partner team was essential to set up the DCO technology platform, ensuring seamless operational integration. Concurrently, we worked closely with the creative team to develop creative assets that resonated with target audiences.
The successful implementation of DCO yielded:
an $800k projected efficiency saving and significantly increased conversion rates, by delivering more personalised and efficient customer engagement strategies
accelerated campaign speed to market by straminlining processes and reducing the need for multiple points of approval
Ability to deliver personalised experiences to existing and prospective customers by tailoring content to individual preferences. This approach maximises Westpac's outreach efforts, ensuring more meaningful and effective engagement with its existing and prospective audience.
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