Bacs' Current Account Switch Service has one mission: to raise both awareness of, and confidence in, the service it provides.
With the launch of a new campaign in summer 2016, CASS had an opportunity to track individual users on-site to better target them offsite via programmatic technology.
To do this, we deployed Engine Rapport.
By deploying Rapport’s sophisticated tagging architecture to the CASS site, we were able to go deeper than aggregated engagement scores and track individual anonymised journeys.
This enabled us to deliver real-time media performance reporting by channel against site hits and engagement. These were reported back weekly to the client.
Along with our sister agency, Engine Media, we then re-targeted previous site visitors based on their site browse behaviour, serving the content relevant with their engagement with different content categories.
We then profiled the behaviour of likely switchers and modeled this out into a third party dataset to find ‘act-a-likes’.