0% found this document useful (0 votes)
40 views3 pages

Case Study - ICICI Bank - Class 1

ICICI Bank is conducting a digital campaign to acquire premium credit card customers, targeting salaried professionals and business owners in major Indian cities. The campaign aims to generate high-quality leads that are KYC-ready, credit-worthy, and OTP-verified, with specific metrics to evaluate performance. Students are tasked with calculating key performance indicators and analyzing the effectiveness of Meta and Google platforms, along with providing strategic recommendations for improving lead quality and conversion rates.

Uploaded by

kaleshamal39
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
0% found this document useful (0 votes)
40 views3 pages

Case Study - ICICI Bank - Class 1

ICICI Bank is conducting a digital campaign to acquire premium credit card customers, targeting salaried professionals and business owners in major Indian cities. The campaign aims to generate high-quality leads that are KYC-ready, credit-worthy, and OTP-verified, with specific metrics to evaluate performance. Students are tasked with calculating key performance indicators and analyzing the effectiveness of Meta and Google platforms, along with providing strategic recommendations for improving lead quality and conversion rates.

Uploaded by

kaleshamal39
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 3

Case Study: ICICI Bank – Credit Card Acquisition

Campaign

Brand Overview:

ICICI Bank, one of India’s leading private banks, is running a digital customer acquisition
campaign for its premium credit cards, targeting salaried professionals and business
owners in metro and Tier-1 cities.

Campaign Objective:

To acquire high-quality credit card customers through performance-driven digital


campaigns, ensuring KYC-ready, credit-worthy, and OTP-verified prospects.

Key KPIs to be Calculated by Students:

Metric Full Form


CPI Cost Per Impression
CPM Cost Per 1,000 Impressions
CTR % Click Through Rate
CPL Cost Per Lead
CAC / CPA / CPS Customer Acquisition Cost / Cost Per Approval
ROAS Return on Ad Spend
CPQL Cost Per Qualified Lead
CPVL Cost Per Verified Lead (Qualified + OTP Verified)

Lead Qualification Parameters (CPQL):

A lead is Qualified (CPQL) if they meet all the following:

• Age: 25 to 45 years
• Monthly Salary: ₹50,000+ (Self-declared or uploaded salary slip)
• City: Mumbai, Thane, Navi Mumbai, Pune, Bangalore, Hyderabad, Delhi, Noida,
Gurgaon, Chennai, Kolkata, Ahmedabad
• Existing Credit Card Holder: Yes
• Employment Type: Salaried (MNC, Corporate, or Govt.), or Self-Employed with
ITR > ₹6 Lakhs
CPVL = CPQL + OTP Verified

Lead must be:

• Qualified (per filters above)


• OTP verified via SMS / WhatsApp

Performance Data for Analysis:

Meta Ads – 30 Days

• Impressions: 8,00,000
• Clicks: 12,000
• Ad Spend: ₹4,00,000
• Leads Generated: 750
• OTP Verified Leads: 500
• Qualified Leads: 320
• Qualified + OTP Verified (CPVL): 250
• Credit Card Approvals: 100

Google Search Ads – 30 Days

• Impressions: 3,50,000
• Clicks: 9,000
• Ad Spend: ₹5,00,000
• Leads Generated: 640
• OTP Verified Leads: 420
• Qualified Leads: 400
• Qualified + OTP Verified (CPVL): 370
• Credit Card Approvals: 160

Financial Data:

• Avg. Commission Per Approved Credit Card: ₹2,000


• Total Revenue from Approvals:
(100 + 160) × ₹2,000 = ₹5,20,000
• IVR Connect Rate: 82%
• CRM Form Fill Rate: 75%
• Conversion Rate (CPVL → Approval): Avg. 40%

Tasks for Students:


1. Calculate the following KPIs:

• CPI
• CPM
• CTR %
• CPL
• CPA / CAC
• ROAS
• CPQL
• CPVL

2. Compare Platforms:

• Which performed better: Meta or Google?


o CPL?
o CPQL?
o CPA?
o ROAS?

3. Analysis & Strategy:

• What can be done to improve lead quality (CPQL)?


• What CRM + IVR flows would help reduce drop-offs?
• Suggest remarketing strategies to increase CPVL to Approval %.
• What role does targeting existing credit card users play?

Submission Format:
• Excel sheet with calculations
• Brief 1-page report with insights
• 3 bullet-point recommendations per platform

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy