Saxo Bank

As one of the leading global providers of online trading platforms, Saxo Bank is constantly acquiring new customers across a large number of markets. Its marketing efforts span multiple markets and include full-funnel activities across paid, owned, and earned media.

The challenge was to establish a truly data-driven marketing mix modeling (MMM) setup capable of measuring the effect and attribution of each marketing channel. In addition, the MMM solution needed to be easily scalable and operational by an internal team at Saxo Bank.

Through close collaboration between our team and Saxo Bank, we developed a roadmap for establishing an in-house MMM capability. This roadmap consisted of three main steps: Design, Development and Training.

In the design phase, we defined which markets, business KPIs, and data sources should be included as a starting point. This process combined input from Saxo Bank with our domain expertise in MMM setups within the financial industry.

Next, we supported the development of the initial predictive models, including full onboarding of all internal stakeholders and ensuring a shared understanding of how the models should be interpreted.

Finally, we trained Saxo Bank’s internal team to operate and manage their own models on the Alviss platform, thereby establishing a fully internalized MMM capability

With an in-house MMM capability, Saxo Bank now has full control over its modeling setup. This provides several advantages, the most prominent being the ability to enable agile and business-relevant decision-making for the marketing organization.