Case Study: Boomit and Produbanco – Growing Together in Digital Banking

Vero Wiedemann07 March

Produbanco, one of Ecuador’s leading banks and part of the Promerica group, set itself an ambitious goal.

Although they had already taken important steps forward with innovative products such as be Produbanco y Digital Accountthey faced difficulties in measuring the impact of their campaigns and optimizing their advertising investment.

As Jorge Bustillos, Digital Marketing Coordinator at Produbanco, explains: “We would throw out a bombshell of an investment and not know where it was coming from, how much it was costing us or what was really effective.”

The Challenge:

When Produbanco approached us, they had a clear but challenging objective:

• To achieve that 50% of account openings were 100% digital.

• Unify the measurement of results in one place.

• Optimize campaigns to attract more customers with less investment.

They knew it was possible, but they needed the right tools and the right approach to make it happen.

Our Solution:

It all started with a strategic consultancy to select the most advanced measurement and optimization platforms, integrating machine learning to adjust campaigns in real time. Then, we connected these tools with Produbanco’s internal systems, creating a solid and efficient digital ecosystem.

With the technological base ready, we designed a marketing strategy focused on results: relevant content, accurate advertising and an agile methodology of iteration and continuous improvement. We also developed customized dashboards that allowed the Produbanco team to visualize, from a single place, the performance of each action.

Key actions included:

• Measurement and attribution solutions: We implement advanced tools for the mobile ecosystem.

• Visualization systems: We centralize all marketing investment in a single dashboard.

• Media diversification: We integrate new advertising technologies to avoid saturation, reduce costs and capture new customer profiles.

• Creative Squad: We created an agile team to test communications with performance objectives.

• Campaign optimization: We redesign advertising structures to take advantage of the potential of machine learning.

Outstanding Results:

The impact was immediate and exceeded all expectations:

• 90% of new accounts are now opened through digital channels, almost doubling the original target of 50%.

• The number of accounts opened per month increased from 5,000 to more than 30,000.

• The accelerated growth led the bank to reinforce its operational team to handle the demand.

Conclusion:

This project demonstrated that well-targeted innovation can transform customer acquisition in banking. We not only met our goals: we exceeded them and established a solid foundation for sustained growth.

“Boomit’s transparency, experience and understanding of the financial market gave us the confidence to take the step. Today we can say that it was the best decision.” – Jorge Bustillos, Digital Marketing Coordinator at Produbanco.

Now Produbanco is not only leading the way in Ecuador, but is sharing its experience with other subsidiaries of the Promérica group in Central America, leading the way in digital banking in the region.