Predictions On Campaign Performance From Day One.
Objective
Centralise and optimise online advertising.
Obstacle
No data infrastructure or central source of truth.
Outcome
Campaigns optimised with performance predictions from day one.
Background
Kuda Bank is a fintech company on a mission to make financial services more accessible, affordable and rewarding for every African on the planet. They had a large internal data team, but were so focused on the core part of their business, that marketing had been somewhat neglected. They needed expert help in the area of marketing analytics to centralise data around customers, communication and acquisition.
Challenges
Busy Team: Kuda’s data team were already stretched thin with their existing responsibilities, leaving little to no time to analyse and extract actionable data. This lack of bandwidth meant that key marketing decisions were often delayed or based on incomplete information, ultimately hindering the company’s ability to execute effective campaigns or stay ahead of competitors.
New Infrastructure: Most of the data systems in place were to aid Kuda’s day-to-day banking operations. There was some debate as to whether adding marketing into these systems would be optimal.
Solution
New Infrastructure: After consulting with Kuda’s internal team, we determined that it would be more effective to establish a dedicated infrastructure for their marketing operations rather than modify or interfere with the systems already supporting the banking side of the business. The existing infrastructure was heavily optimised for financial processes, and introducing marketing tools into that ecosystem risked disrupting critical operations. Instead, we focused on creating a purpose-built system that would cater specifically to the unique demands of marketing, ensuring that both departments could operate efficiently without overlapping or creating unnecessary dependencies.
Data Modelling: We centralised, modelled and activated data from across Kuda’s advertising and social media channels creating one source of the truth. With this setup, Kuda’s team gained a detailed and actionable understanding of which campaigns, channels, and messages were driving the highest conversions.
The Proof Is In The Numbers...
89%
34%
20
Implementation
LTV & CAC: One of our key focuses was gaining a clear understanding of customer lifetime value (LTV) to determine the payback window and make informed decisions about customer acquisition cost (CAC) reinvestment. By accurately calculating LTV, we were able to project how long it would take for the initial acquisition cost to be recovered and how much could be reinvested back into scaling customer acquisition efforts.
Activation & Churn: Another critical area was identifying the factors that influenced customer activation and churn. By analysing customer behavior and engagement patterns, we were able to pinpoint what drove users to fully activate and adopt the product, as well as the key reasons for churn. This allowed us to design targeted interventions to improve activation rates and reduce churn, ultimately enhancing customer retention.
Predictions: Not only did we develop an omni-channel reporting system to track and analyse marketing activity, but we also went a step further by linking this data to customer value, enabling the creation of highly accurate lifetime value (LTV) predictions. Within just a matter of days, Kuda’s marketing team was able to leverage these predictions to make informed adjustments to their campaigns.
