Case Study: HBOS

"Since launching our programme with OMG in June 2008 we have seen our volumes grow month on month."

"OMG's dedication and attention to detail ensure that our campaigns maintain momentum and deliver to target. The opportunities that they bring to the table have created a sustainable proposition now central to our marketing mix."

Hannah Turner, HBOS Credit Cards

Background

Halifax Bank of Scotland (HBOS) began working with OMG in June 2008, having previously used another affiliate network.

Strategy

Following a smooth and successful migration, we began to consider how we could improve service, deliver more quality customers and achieve growth in the highly competitive credit card market.

The first step was to develop our understanding of the affiliates who had previously worked on the campaign, their traffic-generation methods and any obstacles to their success. In parallel, we carried out an extensive search for new affiliates who could successfully promote the HBOS brand and drive quality volume within the client’s target CPAs.

We also wanted to be sure that we were delivering customer quality as well as quantity. By analysing HBOS customer data, we could build up a detailed picture of the entire customer journey, from search to sale, and see which affiliates were driving the most valuable customers.

Results

Almost immediately, the campaign began to exceed HBOS’ volume targets. By Q4 2008, HBOS had seen a 40% increase in revenue on that delivered by their former network the previous year.

Targeting refinements delivered an increase in accepted applications of around 30%.

We continue to work closely with HBOS to understand their objectives and deliver volume through a variety of channels, aiming for a sustainable programme that delivers quality traffic as well as volume.