The Datasine team
04.12.2019

Tinkoff case study

Datasine worked with Tinkoff, the largest digital bank in the world, to improve their email personalisation, achieving 59% uplift in conversions.

About Tinkoff Bank

Tinkoff Bank is a London Stock Exchange listed Russian bank that was first to reject the idea of having physical retail branches and concentrate on purely online and mobile banking. Tinkoff Bank is currently the largest provider of credit cards in Russia, and the largest digital bank in the world serving the needs of more than 7 million clients.

Overview

Tinkoff Bank launched a new credit card that offered airmiles and wanted to increase email campaign CTR and the number of credit card purchases generated by email campaigns tailored to each of the recipient with a personalised images, words and framings (e.g. the product benefits that are emphasised).

Method

First, we used Tinkoff’s first-party data (transactional data, demographic, email and CRM data) to understand distinctive characteristics and content preferences of their customers. This helped us segment their user-base into six different segments, each having unique content preferences. Secondly, working closely with the Tinkoff marketing team, Datasine used their AI-powered platform, Connect, to create automatic suggestions of email variations for six different profile segments.

“We were highly impressed with Datasine’s content personalisation” Head of Data Monetisation

Key deliverables

  • CRM integration, analysis and audience segmentation
  • Personalised marketing materials for six audiences
  • Content & audience insights
  • Customer segmentation
  • Personalised email campaigns

Stats and results

  • 7 million customers
  • 59% increase in conversions
  • 22% increase of CTR

Download Tinkoff case study as PDF format

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