In today's rapidly evolving digital landscape, businesses face unique challenges in acquiring customers and expanding their digital footprint. From limited resources and intense competition to lack of insights, navigating this terrain requires innovative acquisition strategies. Check out this exclusive webinar, where we will delve into a two-pronged strategy of driving campaign efficiencies while laying the foundation for long-term success. You’ll learn expert tips for: - Driving efficiency in paid media campaigns. - Working towards long-term success. - Leveraging cross-channel strategies. Integrating CRO with Paid channels to deliver optimum results. With Tim Murphy and Susovan Ray, we’ll explore a scalable and sustainable acquisition framework to support long-term growth objectives. Whether you're a marketing leader seeking practical strategies or a performance marketer looking to enhance your company's digital presence, this webinar will equip you with insights needed to break through barriers and achieve success in digital acquisition.

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TIM MURPHY
• 16+ years of leadership experience in digital marketing with
B2B and B2C enterprises.
• Currently a Freelance Marketing Strategist & Consultant with
Crum & Forster
• Led marketing strategy, activation and measurement for
Chubb’s B2B businesses
• Led digital & media strategy, planning and activation for
Pernod Ricard USA

3. 3
SUSOVAN RAY
• 10+ years of growth and cross-channel marketing experience
across industries in North America and APAC
• Currently Director - Digital Solutions at iQuanti
• Builds cross channel strategy & solutions for clients across
industries
• Key member of the Customer acquisition Consulting team
for major clients

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About iQuanti
iQuanti ignites powerful and predictable digital marketing performance for global brands with an
approach rooted in data science and deep vertical knowledge.
• iQuanti offers a unique blend of channel management services, strategic consulting expertise, and proprietary
product offerings to empower brands to exceed their customer acquisition, engagement, and conversion goals.
• Founded in 2008, iQuanti now has 600+ employees across New York, Chicago, Dallas, and San Francisco, as well as
Bangalore, London, Singapore, Mexico City and Toronto. In 2022, iQuanti’s top performance marketing results were
recognized on multiple global platforms including the Global Agency Awards, UK Search Awards, and International
Performance Marketing Awards. iQuanti was named to the Inc.5000 list of fastest-growing private companies in the
U.S. for the ninth time in 2023.

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We drive strong ROI across the spectrum of digital marketing solutions
Digital Consulting Demand Generation Experience Optimization Data Science & Analytics
Services
Strategic roadmaps,
benchmarking, targeting
and cross-channel strategy
to drive rapid revenue
growth.
Driving qualified traffic
through the effective use of
digital marketing channels
and campaign optimization.
Engaging visitors and
converting them through
website personalization and
optimization, and mobile
optimization.
Providing a complete view into
your marketing effectiveness
through measurement
solutions, and actionable
audience insights.
Proprietary
Products &
Solutions
Digital Marketing
Assessment &
Benchmarking
Data-driven
performance and
impact assessments
for digital media
investments
SEO driven by
Predictive Analytics
Holistic Search
Optimization
Solutions
Precision Targeting
Solutions
User Journey Analysis
& Personalization
CRO/Testing
Design &
Development
Foundational Analytics and
Measurement
Advanced Analytics and
Measurement
Staff augmentation
for banks

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What are we covering today?
1 Fast Evolving Digital Landscape & Consumer Behavior
2 Driving efficiency in acquisition
3 Working towards long-term success
4 Summing up with a Prioritization framework

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Evolving Digital Landscape & User Behavior

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Most sectors to increase Digital ad spending, with Retail & CPG leading the
spending. Search to Display spend mix to be steady @42% Spends for Search
Strong ad spend growth expected in 2024
Digital ad spending likely to go up for most sectors (13.6% YoY growth estimated)
buoyed by strong consumer sentiment & encouraging growth numbers (YoY GDP
growth of 3.3% in Q4 2023).
Additionally, some sectors like BFS are planning to get back to normal course of
spending after a subdued last couple of years amidst the fear of recession.
The Search to Display ad spending mix will hold steady with Search @~42% of spends.
Retail’s domination of Media
Retail & CPG would account for about 44.6% of the Total Digital ad spending in 2024 &
49.1% of Social Media ad spending.
Retail’s impact on the sell side (RMN) is growing quicker than retail’s ad spending
growth on buy side. Amazon expected to get ~70% of the RMN revenues in 2024.

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Digital landscape is rapidly evolving, from AI driving workstreams to SGE
transforming SERPs, Privacy regulations hampering targeting capabilities
across platforms
AI being mainstream, has
made its adoption a norm
across workstreams
• Market Research
• Content & Ad
Creation
• Targeting
• Placements
• Bidding
• Landing Pages
• Customer Service
Stringent Privacy regulations
affecting Marketers’
targeting capabilities due to
data gaps
• Apple iOS17 update
removes user specific
parameters in URLs in
mail, messages apps &
Safari’s private browsing
• Cookie deprecation from
Google Chrome in 2024
LLMs & AI have made SERP
lot more conversational, visual,
cited & more human like.
Inclusion of first-person
perspectives from Social
media, review style content on
SERP will make SERP lot more
inclusive, diverse and
extensive.

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Consumers’ online behavior also keeps evolving in..
How they consume content?
• Video formats for content consumption
have exploded in the recent times
• Short form videos found takers on social
media; long form videos boomed on OTT
• Consumers prefer raw & authentic
content, leading to rising micro & nano-
influencers with small & loyal following
What they expect from brands?
• Users prefer seamless digital
experiences on websites/ apps
• Eight in ten GenZers would switch banks
for a better online and/or mobile
experience, more than the number that
said they would switch for lower fees.
• They also prefer human touch at last
mile of conversion for an additional
decision validation
• This is particularly evident in high
involvement categories like investments
into emerging areas like Cryptos, Fine
arts etc.
How has the GenZ evolved?
• There were likely to be more adult
Gen-Zs than adolescents for the 1st
time in 2023 - about half of
millennial population
• 85% of Gen Z respondents stated
that social media influences their
purchasing choices, indicating a
significant impact on buying
behavior
• Gen-Z is attracted to brands with
ESG and/or DEI initiatives that
enhance their social reputations

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Tough Macros have made acquiring high value customers tough & expensive.
Deep knowledge of new age tactics, platform capabilities critical for success
Consumers have been more
mindful of their discretionary
spends compared to non-
discretionary items
This leads to higher competition
among multiple discretionary
categories to win wallet share
of the cautious consumers
Additionally, limited avenues for
driving true bottom funnel
outcomes ups CACs
Limited targeting capabilities
with privacy regulations getting
stringent over time, leaves
Marketers with less options
outside of leveraging AI/ML
(across platforms) to reach the
right audiences.
Thorough understanding of the
evolving AI/ML capabilities on
platforms has become critical
for performance marketing
success
Limited resources with challenger
firms to cope with the rapidly
changing landscape & following
the best practices to make the
most of the evolution

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Proactively seeking efficiency opportunities & sowing the seeds for long term
success is necessary to stay ahead of the pack
Building efficiency in driving acquisitions
• Optimizing for Value
• Making the most off Paid Search
• Building Custom & High converting Landing
Pages & overall experiences
Laying the foundation for long term success
• Cracking measurement
• Building 10X content
• Delivering personalized experiences

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Driving Efficiency in Acquisition

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1. Maximizing the potential of Paid Search

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Maximizing the Potential of Branded Paid Search
Are the investments on Branded Paid Search justified? Or are we spending money to get conversions we
would’ve got even otherwise? What is the true incrementality from Branded Search?
Key Questions Marketers usually have with Branded Paid Search
There are multiple factors impacting incrementality of Branded Paid Search.
One of the keyways to gauge effectiveness of Branded Paid Search is through Incrementality testing.
Not all searches come with the
same intent
Searchers have varied intents:
Comparison intent, review intent
and purchase intent
Not all product themes have the
same competition
Certain themes like cash back or BT
cards have much aggressive
competition vs. others
Not all geos have the same impact
Geos where regional firms have local
presence may have a stronger pull
than others

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Branded Paid Search incrementality varies largely based on keyword themes: Case study
Organic KWs able to capture major chunk of
conversions, rendering poor Branded Search
ads incrementality (<10%)
Here’s where ads can be paused & budgets
can be redeployed elsewhere
Unlike the previous case, Paid Search ads get
30% Incremental conversions over Organic KWs,
making it essential to run them.
Continue running Branded Search ads here
owing to high incremental value. Keep improving
SEO & CRO to deliver efficiencies
Incrementality
Test Results
Findings
Action
Before pause After pause
SEM Approvals
SEO Approvals
True Incremental
value of SEM ads
High Intent KWs (like ‘apply’ themes)
Feature Related KWs (like Brand + feature
themes)
+30%
Before pause After pause
True Incremental
value of SEM ads
<10%

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For certain highly competitive product themes (with heavy conquesting), deploying a Brand
Protection campaign can be a highly effective strategy (repurpose savings from other themes)
Illustrative Example
You can push the
competitors down
from the top fold by
having a high-
visibility listing
Up to
Incremental CVR on Branded PS due to
Brand Protection Halo Effect
20%
Incremental Conversions from the joint
bidding program
PLUS
10%
Based on testing across a few brands
Results delivered from iQuanti’s
Brand Protection program
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Illustrative Case Study on Cross-Channel synergies: Dynamic spend allocation
based on headroom & incremental dollar return
Media Optimizer Model to enable agile media allocation by geos, channels & campaigns, by providing real-time action triggers & insights on campaign
optimizations & bridge the gap to goal
Actions
• Increase or decrease budget signals which
are specific to each market, channel and
campaign to meet month end goals.
• Actionable insights are based on channel
and campaign specific variables to scale up
and cost impact due to external factors.
Month end projected actuals predicted based on
performance pacing signals and CPC changes based on
competitive activity
Key signal to trigger spend allocation update among
campaigns to minimize this gap by month end
Deciding factor to allocate next media $ among
different campaigns to minimize gap to goals
Recommended action on daily
campaign budget pacing to meet
the goals
City Channel Campaign
Qualified
Leads (Feb
2023)
Actuals (Feb 1-20)
Projected
Actuals (By Feb
28)
Projected
Gap
Spend
Actuals
CPA
Actuals
Recommended
Actions on daily
campaign budget
Estimated
Actuals (By Feb
28)
New York Organic Search Organic Search 65 77 88
New York Paid Search Brand Campaign 52 62 3360 65 25% 91
New York Paid Search Competitor - BOA 39 46 5040 129 40% 78
New York Facebook Broad Campaign 39 46 7560 194 50% 75
New York Facebook Interest Campaign 33 39 5600 172 30% 59
Philadelphia Organic Search Organic Search 78 111 0 0 106
Philadelphia Paid Search Brand Campaign 52 73 3640 70 20% 62
Philadelphia Paid Search Competitor - BOA 49 69 5775 118 Pause 49
Philadelphia Facebook Broad Campaign 39 55 6930 178 Pause 39
Philadelphia Facebook Interest Campaign 39 55 7350 s Pause 39
294 71
390 -120
Media Optimizer Tool

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2. Transition from volume-based optimization to
value-based optimization

20. The Challenge Unable to scale Non-brand Paid Search efficiently due to
high cost of acquisition
Unable to deliver business KPIs due lower quality of accounts
The Solution Value Based Optimization in Paid Search helps drive better
quality accounts, deliver on business KPIs, and scale
campaigns

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Cost of acquisition of higher revenue accounts is same as cost of acquisition of
lower revenue accounts
*Note: Representative data
Paid Search Campaign Performance for Credit Cards*
Decile
(Revenue)
Avg. Revenue / Account Avg. CPA ROAS
1 $ 1,500 $ 350 4.86
2 $ 500 $ 320 1.56
3 $ 300 $ 310 0.97
4 $ 150 $ 380 0.38
5 $ 100 $ 330 0.30
6 $ 50 $ 340 0.15
7 $ 25 $ 330 0.08
8 $ 10 $ 310 0.03
9 $ 0 $ 320 0.00
10 ($ 200) $ 380 -0.52
TOTAL $ 254 $ 337 0.75

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By maximizing share of higher revenue accounts, we can drive scale in acquisition
campaigns while delivering business KPIs
Paid Search Campaign Performance for Credit Cards*
Decile
(Revenue)
Avg. Revenue / Account Avg. CPA ROAS
1 $ 1,500 $ 350 4.86
2 $ 500 $ 320 1.56
3 $ 300 $ 310 0.97
4 $ 150 $ 380 0.38
5 $ 100 $ 330 0.30
6 $ 50 $ 340 0.15
7 $ 25 $ 330 0.08
8 $ 10 $ 310 0.03
9 $ 0 $ 320 0.00
10 ($ 200) $ 380 -0.52
TOTAL $ 254 $ 337 0.75
While moving
towards high-
revenue from low
revenue accounts,
we can deliver
significant ROAS
improvement &
ability to scale cost
effectively
*Note: Representative data

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Conversion value-based bidding shows promising results when configured with
correct signals for consumer banking products
Up to
279%
ROAS lift
Observed for BFS accounts’ Non-Brand Search campaigns on tROAS vs. simultaneously running tCPA campaigns. Both were operating at similar CPA levels
Loan amount, repayment & delinquency behavior for
various segments

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3. Building custom and high-converting landing
page experiences

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4
Organic &
Direct
Traffic
Paid
Media
Website
Application
Landing
Pages
Landing pages are a key lever in optimizing digital experiences
Optimizing media
Optimizing experiences

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Typical challenges with Landing Pages
iQuanti Relevance Score
Decision Criteria
Scannability / Readability
Driving Action
Technical Performance
Accessibility
iQuanti UX Score
End-to-end experience is broken UX is not optimized to maximize conversions (leveraging site page)
*Insights based on iQuanti’s
AI-led Page Scoring model
Brand 1
Brand 1
Brand 2
Brand 2

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Conduct Campaign / theme level analysis to understand & fix gaps in alignment of
KW / intent / audience with ad copy, landing page
Mortgage Refinance
Mortgage Refinance Rates
Cashout Refinance
QS: 4
LP Experience: Average
Refinance Your Mortgage | See Your
Rates in 2 Mins
Refinance Your Way to a Better
Mortgage and Save Without Hassle.
Making Mortgage Refinancing as
Easy as Possible.
Typically, upper funnel / consideration
stage
Rate driven prospects (reduce rate,
monthly payment)
Specific underlying financial need
First fold
Campaign Theme Ad Copy Landing Page
2 reasons for poor performance:
• Same Landing page for varied user intents
• Not testing enough with different LP
variations

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Deliver custom experiences across channels
Brand + Specific card KW
Specific card detail
page
Specific card detail page
Specific card details
Specific card details
Specific card details
Specific card details
Specific card details
Brand website Partner Affiliate website
Specific card details
Other details
Brand Specific Card

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Always Be Testing: 3 Tactics to maximize impact of your tests
Objective prioritization
Our PIEE (Potential, Impact,
Evidence, Effort) framework
removes much subjectivity
from the prioritization
exercise
Data-backed and clearly defined
hypotheses
We follow ‘If – Then – Because’
approach to building Hypotheses
Effective learning management
We leverage enterprise learning management system for
centralized documentation on test learnings and insights

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Working Towards Long-Term Success

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Investments into advanced measurement capabilities help gauge true impact of
various Marketing activations & rightly act on them
Media Mix Modelling Multi Touch Attribution Incrementality Testing
Modelling based tactic to gauge the
macro impact of channels (online or
offline) & external factors to drive sales.
Needs input data over a long period.
Deterministic tactic to credit a fraction
of every sale to all influencing channels
& touchpoints in the users’ journey to
sale. Uses near real-time granular data.
AI advancements have opened much
faster approaches to MMM, that can
now be tapped on
Amidst increasingly stringent privacy
regulations & impending cookie
departure from Chrome, invest in Data
Clean Rooms to keep MTA effective
Continuously keep testing to identify
pockets of performance gains within
channels or identify newer channels to
drive efficient growth
How to
approach
these
further?
Key Use
Cases
A type of experiment to gauge
incremental value of a variable by
identify 2 similar clusters, with &
without the variable & measuring the
lift.

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Investing into Content embedded with rich media (10x content) can deliver great
performance gains across SEO & Paid Search
This helps elevate what Google is chasing - more helpful, visual & human like user experience
10X Content to enhance user engagement
and improve rankings
Infographic Placements Video Placements
Greater focus on full funnel connection
Hyper-relevant, conversational
content based on intent
That elevates the brands expertise
with strong CTA’s
Structured and optimized to
appear in SGE plus top 3 of SERP
Content in shareworthy formats
(Text, Video, Infographics)
Integrate & amplify
and advertiser can promote across email
and social channels
and strategically link within product
pages and across LOB's
Others want to link to or promote
via 3rd party partnerships
Cross LOB linking

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Build a personalization strategy and roadmap, and start building the infrastructure
(multi-year journey)
Personalized Experiences

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Prioritize initiatives based on your current state and short- and long-term
priorities
Building efficiency in driving acquisitions
• Optimizing for Value – P0
• Building Custom & High converting Landing
Pages & overall experiences – P0
• Maximizing the Potential of Paid Search – P1
Laying the foundation for long term success
• Cracking measurement – P0
• Building 10X content – P1
• Delivering personalized experiences – P1
Our generalized take on prioritization of discussed tactics based on observed impact and effort across clients

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QUICK POLL:​​
Of all the tactics demonstrated today, which one you need
assistance/consultation with?
a. Branded Paid Search Incrementality
b. Landing Experience Accelerator Program (LEAP)
c. Value-based Optimization
d. Personalization Strategy
Drop in an email to marketing@iquanti.com OR Susovan.ray@iquanti.com to get consultation on any of the
above areas.

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Bangalore
Singapore
London
Toronto
New York
Chicago
San Francisco
Mexico City
iQuanti.com
Thank You!