Driving deep funnel actions with value-based bidding
How an investment services firm connected offline deposit data to media optimization to drive higher-value customer actions.
A top investment services firm optimized its media strategy using account registration signals in Google Marketing Platform (GMP). While this boosted account registrations, it didn’t drive their core KPI: brokerage account deposits. They needed an approach that better aligned with their true goal.
the solve
How we helped
Acxiom worked across the company’s existing tech stack and multiple partners to bring together fragmented data and signals. Internal user IDs were ingested and synced with Google via Match ID. Offline deposit data was ingested and transformed weekly in Snowflake. Uploads were automated using the Offline Conversion Ingestion tool, and deposit values were fed into CM360 as a new optimization signal. Value-Based Bidding in SA360 was then tested to improve performance. The solution ultimately achieved the company’s goal of increased brokerage account deposits with a lower cost per deposit.
lift in average
deposits
lower cost per deposit
By shifting optimization from registrations to real deposit value, the firm aligned media performance with the business outcome that mattered most.
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