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Kvalifikationer (16)

Resumé

Increase the session duration with relevant content
- Offer the next best relevant product

- Advertise the native online bank app
- increase the session duration with general content

How:
By using the online bank, a user authenticates themself and for example information about products
are available.
I used those information to personalise the logout page for car loan customer without a Santander
Credit Card, to show them the next best product - a Santander Credit Card, which gives a 4% kickback
on every purchase at gas stations.
For car loan customers with a credit card, I used used a car related video from our content hub.
For customers who used the online bank via a mobile browser, I used the logout page to advertise our
native online bank app.

Results:
User watched the videos provided on the logout page, of which 54% watched the whole 3 min videos.
The session duration increased by 25% overall, and users continued to read Santander's Magasinet and
visited other product pages.
The application rate for Santander's Credit Card increased by approx 7%, without additional campaigns
running
Without spending marketing budget on advertising the native online bank app, downloads rapidly
increases after changes where made to the logout page.
Expertise used in the project: CRO, Customer journey, User Journeys, Data Driven, Analytics, Growth
Hacking


Santander Consumer Bank AS / Ad based landing pages (2019)

Background:
A/B Testing of ads, as in images and or messages is a great way to find the right messages for the right
customer segment. However I discovered that certain ads created the desired traffic, but not the set
micro conversion. Which lead me to the following hypothesis:
If the landing page reflects the content of the ad, a potential customer was exposed to and interacted
with, the conversion rate will increase.

The Goals:
- Time on page / Screen
- Click through rate - to application form or next product related content (micro conversion)
- Applied Customers (macro conversion)
How:
Giving each ad variant a unique key to identify the ad content later on.
Not to alienate the same visitor by visiting the same landing page through an ad and direct, the
changes on the landing pages have to be subtile. Also to keep it measureable only 50% of the traffic
will see the experiment variant, the other 50% will see the original.
The headline and CTA adapted to the ads (subtile changes)

Results:
After the testing period the difference between control and experiment was not significant enough.
The reason for the not significant result could have been that the personalisation was too subtile, and
changing the images on the landing page could have had a higher impact.
After all it showed potential and provide valuable insights.

VanillaJs: Implementing the HTML changes via VanillaJs

Concept Developer: Designing the concept of fetching the ad variants, designing the experiment

Analyst: Analysing the findings
Expertise used in the project: CRO, Data Driven, D.12. Digital Marketing


Santander Consumer Bank AS / Digital Transformation (2019 - 2020)

Background:
Santander Consumer Bank AS, stopped in 2017 all massmedia activities like TV and radio, due to the
high costs, but also being received as a responsible bank - podcasting consumer loans to everybody
did not fit with the new direction. The change from push to pull required a new way of advertising
Santander as a brand and the products.

Goals:
- Increase brand awareness
- Increase product sales
- Increase revenue
- Decrease marketing costs
- Decrease cost per acquisition

How:
- Implementing GDPR and ePrivcy compliant tracking
- DPIA for all new onboarded vendors
- GDPR compliant data storage
- Visualising and making data accessible via dashboards across the organisation
- Changing the organisation from ad-hoc to longterm digital and marketing strategies

Results:
By combining backend data with marketing platforms, in a GDPR compliant way, we manage to build
an automated marketing rig. Including AI and Machine Learning, the KPI focused algorithms performed
extremely well, that the Norwegian set up was used in several case studies across the Grupo Santander
organisation.
We managed to reduce acquisition costs by 48%.
We increase the traffic by 68%.
We managed to achieve 2700% ROI, which means for every 1NOK spent 27NOK in return

Concept Developer: Provided insights of the possibilities to invest in the for example the Google stack.
Designed the pseudonymisation, which is used to identify individual customers and applicants
Expertise used in the project: C#, DPIA, TIA


Vipps / (2017)

Background:
Vipps required more insights into their app and how the service was used after launching the chat
function within the app. Marketing Vipps without implementing additional SDKs, like Facebook SDK.

Goals:
- Establishing tracking points
- Mapping user journey within the app
- GDPR compliant marketing activities

How:
Working closely with the development team to enable tracking and utilising the necessary functions of
Goole Analytics, Firebase and Google Tag Manager.
Defining data-layer and additional information, which are relevant to ensure all touchpoints are tracked
correctly.
Being pre-GDPR compliant and keeping the user's privacy first priority.
Expertise used in the project: D.3. Education and Training Provision, D.12. Digital Marketing


Yahoo / Project Manager Yahoo EMEA Account Optimization (2010 - 2012)

Background:
During my time at Yahoo I realised that we received weekly reports of all advertiser accounts
containing the maximum daily/weekly/monthly budgets and the actual spend. As a Yahoo advertiser it
was required to spent a certain amount per month in order to get a personal account manager, other
advertisers received ordinary customer service.
My hypothesis was, if an advertiser is willing to spend a certain amount, but does not achieve it - that
could be because they set the limit wrong or they do not know how.

Goals:
- Increase revenue on those advertiser accounts
- Improving communication between sales teams and Ad Quality due to travelling to different Yahoo!
sides and presenting the project and acting as Ad Quality ambassador.
- Creating processes and work flows incl. reporting and analysing results.
- Working closely with training department, editorial teams and legal teams to ensure sufficient training
is provided and a first class project execution
- Being point of contact for all project related queries and distributing workload.

Results:
Increased revenue by 25% in the UK and French Mid and SMB market
Expertise used in the project: C.4. Problem Management, A.4. Product/ Service Planning, Project
Management, Project Planning

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