Launched in November 2017, Orange Bank offers banking services designed natively around mobile uses so customers can autonomously perform all operations from their app.

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Context and challenges

Launched in November 2017, Orange Bank offers banking services designed natively around mobile uses so customers can autonomously perform all operations from their app.

The offer includes not only all basic banking services, but many innovative features and Premium offers as well, with a dedicated pack aimed at families, and a fintech designed for professionals. Orange Bank has a total of 1.2 million customers in Europe.

Orange Bank combines digital presence via mobile and the web with human contact through Orange boutiques. This model is an important differentiating factor compared to other neobanks. More than 2,000 qualified sales staff accompany customers in more than 300 Orange shops. Confirmation of account opening is subject to usage checks, which are carried out outside the application.

For this mobile bank, the marketing challenge was to enable subscription process management from start to finish on a mixed web and application path.

Implementation

Working with Artefact, a GMP & GCP certified partner (Google Marketing Platform and Google Cloud Platform), Orange Bank achieved their steering objective in only one year, thanks to rapid deployment of the following projects:

  • Migration to Google Marketing Platform and Google Cloud Platform
  • Redesign and enrichment of the data collected:

    – Redesign of the datalayer,

    – Definition of tracking plans, especially for compatibility with new Google Analytics,

    – Addition of variables and securing of reconciliation IDs.

  • Consolidation of ad-centric and site-centric digital data,
  • Consolidation of web and CRM data,
  • Deployment of new Google Analytics to handle cross-device use-cases,
  • Connection of media buying platforms to Google Analytics.

This deployment allowed Orange Bank to:

  • Activate its app audiences in the web universe, thanks to Google Analytics 4 app and web audiences deduplication,
  • Enable targeting of “similar users” with exclusion of existing customers,
  • Improve bidding strategies,
  • Revise steering KPIs to focus on high-value products,
  • Refine attribution analyses,
  • Profile prospects,
  • Internalise SEA, the most profitable lever,
  • And activate new marketing levers: affiliation, partnerships, and programmatic.

New Google Analytics and Google Analytics 4 properties

The new version of Google Analytics brings major innovations to marketers and analysts. It offers improved cross-device tracking capabilities, duplicating audiences between app and web environments, and has new features to automate certain activations.

New Google Analytics also includes machine learning capabilities to create audience segments based on user engagement, purchase intent, etc. — segments that can be targeted cross-device.

Attribution is also cross-device and cross-environment, allowing deduplicated reporting regardless of user device.

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Results

Thanks to this project and the mobilisation of Orange Bank’s cross-disciplinary teams, as well as those of Artefact and Google, the results are in – and excellent:

  • By migrating analytics, data collection has been optimised and reliability increased. Marketing teams can now autonomously analyse and activate campaigns. Decommissioning the previous analytics solution has generated significant licensing cost savings.

  • Media tracking is now automated; acquisition levers can be monitored from end to end. The result: a clear improvement in cross-device audiences, better conversion rates, and a renegotiation of cost per lead (CPL) with media partners.

Acquisition costs on data-activated levers fell by 25%, and the share of premium subscriptions among online subscriptions has doubled.

What’s next?

Orange Bank’s next projects in terms of data marketing and digital media transformation will be analysing the ROPO (Research Online, Purchase Offline) effect in greater depth and further refining audience segmentation.

Particular attention will be paid to propensity modelling, i.e., predicting the conversion propensity of prospects to be able to fine-tune necessary advertising pressure.

Over time, Orange Bank aims to further enrich its internal and external data assets (2nd party partnerships) and base its media decisions on increasingly sophisticated consumer insights.