How Emirates NBD Dramatically Reduced CPL By Transitioning Into Behavior-Based Prosperity Targeting
Background
Emirates NBD is a leading banking group in the Middle East, offering a sophisticated suite of retail, corporate, and private banking services. In the highly competitive UAE financial sector, capturing the attention of High Net Worth Individuals (HNIs) and Emirati nationals requires a strategy that goes beyond standard digital cookies and interests.
Challenge
The bank’s marketing team faced rising costs in their digital acquisition efforts. They needed to identify and convert HNIs interested in premium financial products while simultaneously reducing the Cost per Lead (CPL) and improving the Return on Advertising Spend (RoAS). The challenge lay in the fact that "interest" in finance on social media does not always equate to the actual "capacity" to invest.
Approach
SherlockAI conducted a comprehensive Prosperity Analysis across the UAE to bridge the gap between digital intent and real-world wealth. The strategy involved:
Hyper-Niche Audience Mapping: Identifying and clustering Emirati nationals and HNIs based on their visitations to high-end luxury venues, private clubs, and government administrative hubs in Dubai.
Omnichannel Retargeting: SherlockAI synchronized these physical visitation signals with digital search history. This allowed Emirates NBD to run precisely timed campaigns on Facebook and Instagram targeting individuals who had recently visited premium automotive showrooms or luxury real estate developments.
Solution
The transition to behavior-based prosperity targeting yielded immediate financial results. Within just three months, Emirates NBD saw a 75% reduction in CPL. Furthermore, the efficiency of their media spend improved significantly, with RoAS increasing by 0.8x to 1.2x. The project proved that mapping "where people go" is a more powerful predictor of banking potential than "what people click."
Compliance Note
SherlockAI utilizes strictly anonymized and aggregated data. No Personally Identifiable Information (PII) is used, stored, or shared. All methodologies are fully compliant with global privacy standards, including GDPR and CCPA.
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