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Acquisition IQ

Demonstrate the Power of Bank Marketing

Marketing is an important driver of customer acquisition in a competitive market, but marketing has issues. Budgets are constantly at risk and measurement is complex, making it difficult to prove the value of marketing within organizations.

Novantas’ Acquisition IQ (AIQ) is a marketing measurement and optimization solution developed specifically for bank marketers to help maximize investments, support efficient growth, and importantly – demonstrate the power of marketing.

Acquisition IQ tracks over
$
2
2
Billion

of Marketing Spend

More than
0
15
banks

Contribute to AiQ

Participants receive
2
2

readouts per year

What you can measure

AIQ combines proprietary industry data and marketing mix modeling to help bank marketers expose answers to key questions:

Am I spending enough?

How efficient is my spend?

How does my marketing organization compare?

SPEND LEVELS by channel, product, part of marketing funnel, and line of business to understand spend sufficiency

PROGRAM PERFORMANCE across cost per acquisition, total acquisition, attrition, as well as direct mail and email, to understand spend efficiency

MARKETING ORGANIZATION including total FTE, allocation of marketing FTE by function, and roles and titles reporting to the CMO

Am I spending enough?

SPEND LEVELS by channel, product, part of marketing funnel, and line of business to understand spend sufficiency

How efficient is my spend?

PROGRAM PERFORMANCE across cost per acquisition, total acquisition, attrition, as well as direct mail and email, to understand spend efficiency

How does my marketing organization compare?

MARKETING ORGANIZATION including total FTE, allocation of marketing FTE by function, and roles and titles reporting to the CMO

AiQ in Action

AIQ acts as the central source of truth for establishing marketing performance and communicating marketing’s contribution to the business, by:

Providing the evidence needed to defend – and even increase – marketing budgets.

Exposing cross-bank marketing efficiency to inform marketing investments and allocations.

Demonstrating which channels are the most efficient across the funnel mix for investment prioritization.

AiQ in Action

AIQ acts as the central source of truth for establishing marketing performance and communicating marketing’s contribution to the business, by:

Providing the evidence needed to defend – and even increase – marketing budgets.

Exposing cross-bank marketing efficiency to inform marketing investments and allocations.

Demonstrating which channels are the most efficient across the funnel mix for investment prioritization.

Are you spending enough to acquire customers?

Acquistion IQ serves a valuable strategic role, providing the evidence needed to defend – and even increase – marketing budgets. Here is an illustrative example.

Brand & Consumer Checking (Spend / Branch)

Bank A wants to understand whether it is spending sufficiently. AIQ confirms that peer banks are spending more on a per branch basis. The marketing team uses the benchmarks to support the argument for a larger budget and successfully obtains a 2.5% increase. With the additional budget, Bank A achieves an increase in marketing-driven acquisitions,  compensating for a decrease in branch acquisition.

Bank A

Consumer Checking
Brand

Peer Group

Consumer Checking
Brand

Source: Novantas’ Acquisition IQ | Note: All-in spend refers to Working Spend + any spend toward Non-Working (e.g., Agency spend, Production spend)

Are you spending enough to acquire customers?

Acquistion IQ serves a valuable strategic role, providing the evidence needed to defend – and even increase – marketing budgets. Here is an illustrative example.

Brand & Consumer Checking (Spend / Branch)

Bank A wants to understand whether it is spending sufficiently. AIQ confirms that peer banks are spending more on a per branch basis. The marketing team uses the benchmarks to support the argument for a larger budget and successfully obtains a 2.5% increase. With the additional budget, Bank A achieves an increase in marketing-driven acquisitions,  compensating for a decrease in branch acquisition.

Bank A

Peer Group

Source: Novantas’ Acquisition IQ | Note: All-in spend refers to Working Spend + any spend toward Non-Working (e.g., Agency spend, Production spend)

The AiQ Advantage

Consistent, Cross-Bank Insight

Innovative Metrics

Embedded Marketing Mix Model

Standardized, unbiased view of spend and performance across banks – and only banks.

Access to proprietary benchmarks including spend on non-working marketing and sponsorship, as well as organizational benchmarks.

Continuous optimization providing marketers guidance on spend allocations across channels.

The AiQ Advantage

Consistent, Cross-Bank Insight

Standardized, unbiased view of spend and performance across banks – and only banks.

Innovative Metrics

Access to proprietary benchmarks including spend on non-working marketing and sponsorship, as well as organizational benchmarks.

Embedded Marketing Mix Model

Continuous optimization providing marketers guidance on spend allocations across channels.