EXPERTISE / FINANCE

The finantial sector has given us many challenges we have been able to solve
challenge
1

Banking: Definition of Micro - Markets

One of the banking groups with the largest branch network in the country, needed to define objectives by financial product and contextualize business results with respect to their local market.

Through this analysis our client sought to optimize its business network.

Solution:

Developing a product that would allow us to segment the national market in Micro - Consumer Markets sharing common characteristics, through advanced technology and complex mathematical methods.

Actions carried out:

From one of the most complete geographic databases on the market, we developed a mathematical algorithm allowing us to segment the national territory based on certain geographic variables.

Knowledge provided by the client from his business expertise was a key factor for assessing the results obtained.

Results:

Obtaining a visualization tool of Micro - Consumer Markets as well as the indicators associated with each one of them.

Example market segmentation

Example market segmentation
Return to
top
challenge
2

Finance: Technology and Research

A banking customer wanted to conduct a research on brand's health and image, as well on the effectiveness of their advertising campaigns on TV.

In order to implement in a speedier way the results of that research, they also requested a web application providing speed and reliability in decision making, to their different departments.

Solution:

The solution came hand in hand from analysis, from the development of a methodology specifically designed to measure advertising effectiveness, without the usual inherent biases in standard questionnaires.

In addition, we incorporated mathematical models able to discern the brand image drivers and how that image impacts on consideration or recommendation.

Actions carried out:

Subsequently, we developed an application from which users can access advertising data, their own and those of the competitors, as well as to the evolution of the series of the brand's health and image and to the data of the campaign diagnostics.

Results:

On the basis of technology, independent access to the research results was achieved, in this way the use of technology was optimized.

Technology and research

Example Technology and research
Return to
top
challenge
3

Banking: how are marketing capabilities transformed into Business results?

Our client, from the banking sector and with strong international presence, was interested in analyzing the impact of Marketing Capabilities on Brand Strength and how this is transformed into Business results.

The analysis is intended to be performed in several countries in order to obtain learnings, both globally and locally.

Solution:

Regression models were used to measure the relationship between each pair of indicators.

Actions carried out:

Conento designed a 2-year historical database from information provided by the client: annual reports, public and private studies, and surveys. Previously, it was necessary to undertake extensive research.

Various descriptive analyses were conducted to understand the initial market situation in each country.

Results:

We were able to demonstrate 149 relationships out of 164 studied, obtaining the significance of each indicator within the diagram.

Knowing the strengths and weaknesses of the organization helps in setting the marketing objectives that will ensure best Business results. .

We were able to demonstrate mathematically the following diagram:

Diagram
Return to
top