A Data-Driven CRM strategy which generated 240% more in-app transactions.

CRM & Marketing Automation

Fintech

A Data-Driven CRM strategy which generated 240% more in-app transactions.

Client’s History:

Alt.bank is a fintech, member of the british DigiCash Technology Venture, which arrived in Brazil through the Central Bank’s Laboratório de Inovações Financeiras e Tecnológicas – Lift (Financial and Technological Innovation Lab) innovation program.

The company offers its clients a digital banking app with checking account functionality, a debit card, bank transfers, bill payment, among other banking services.

Results

240% growth in transactions between customers in the first 30 days

48% growth in number of transactions per customer

27% recovery of abandoned registrations

Objective

GhFly aimed to strengthen the engagement strategy with a base of customers and prospects through email marketing, SMS and push notifications, increasing app usage and interacting with the brand.

Challenge

Encourage the use of the application as a priority tool in financial transactions

Intensify the frequency of application use by existing customers and the conversion of prospects into new users with the use of a data-driven and multi-channel CRM strategy, leveraging the customer lifetime value of the base and avoiding consumer saturation with in-box communications email.

Strategic Solution

Data intelligence as a core strategy

The data intelligence applied to alt.bank’s CRM strategy enabled creating personalized experiences, getting triggers for journeys, creating segmentations for campaigns, applying artificial intelligence models and having insights capable of guiding business decision-making.

This was possible thanks to the collection, processing and manipulation of the prospect and customer database supported by Salesforce Marketing Cloud technology, a CRM platform adopted by alt.bank.

We divide Data Intelligence into 8 main cores: Data Mapping, Data Capture, Data Store, Data Manipulation, Data Insights and Artificial Intelligence.

Some of the main pillars

Data Mapping: Transactional data has a huge weight in strategy due to the huge number of possible transactions that a bank user can have. An example of this is the use of card unlocking data to send reminders to customers with a card still blocked.

Data Capture: we insert registration data on the platform through an integration with the bank’s system, and for transactional data we use API’s that take the information to the platform moments after the event has occurred.

Data Insights: more important than capturing and manipulating customer databases is gaining insights and applying them to the business. We developed a campaign calendar to organize actions and control audiences. we carried out tests to measure the effectiveness of the shots and we were adapting the communication as new customers entered. All subjects, in addition to not intersecting, were linked to the customer’s interest, adapting to journeys according to the location and type of card chosen.

Artificial Intelligence: in addition to being a great marketing ally, it helps a lot in engagement. With it, we are able to predict behaviors and advance solutions, predicting the time of greatest probability of opening emails and pushes.

Statements

We hired GhFly in order to leverage the usability of our app. Since we are a completely digital startup, we needed a performance company that was in line with our values. GhFly surprised us with the results achieved during the pandemic, and we are confident to continue our expansion and engagement.

Diego Nunes

Marketing Manager | alt.bank

Making use of data intelligence in the CRM strategy provided a deeper understanding of the customer’s needs and greater assertiveness in communication and engagement with the brand. In the medium to long term, it was possible to exceed the targets set by alt.bank and, consequently, increase the level of satisfaction in relation to our operations.

Sérgio Hneda

Head of Digital Strategies LATAM | GhFly

Nossos cases

Conheça outros cases

Boost your digital growth with GhFly

To achieve all your business goals and grow digitally with speed, you need the best in creativity, performance and technology.