Regions Bank & Marketing Evolution
Person-Level Unified Measurement
Most marketers struggle to gain actionable insights from traditional media mix-models. To overcome the shortcomings of traditional mix models, marketers at Region Bank adopted a person-level, unified measurement model for media-mix optimization. The new system uses rich, user-level data integration (such as geo-location and social graph data) to predict purchase propensity and enables more precise message targeting at the right-time. As a result, marketers at Regions can undertake faster and more precise media spend optimization leading to improved marketing ROIs from campaigns.