December 7, 2020
As part of the report, E-Promo experts analyzed more than 70 thousand advertising campaigns across six industries: finance, auto, real estate , FMCG , pharmaceuticals and e-commerce .
Initial data
We included Russian and investment banks, brokers, updated 2024 mobile phone number data microfinance organizations and financial organizations, including those providing non-financial services, in the finance category.
The finance category is divided into two subcategories: B2B and B2C. The main difference between them is their focus on different consumers:
B2B campaigns are aimed at promoting products for small and medium businesses: business loans, online cash collection, business cards, legal and financial services, assistance in starting a business.
B2C campaigns are aimed at promoting products and services for individuals: deposits and loans, credit cards and cash loans, debit cards and mortgages, currency exchange.
Unlike other industries, subcategories in the finance segment are a selection of promoted products, not advertisers, so a single advertiser can have advertising campaigns in both B2B and B2C markets.
For target actions, we accepted applications for product registration on the website and form filling, a confirmed lead in the client's CRM, and the final delivery of the product to the client. The first party data trend asserts the use of CRM for end-to-end analytics or changing business processes based on, for example, the "reach" of the user from the primary stage of the funnel to the final one.
Knowing the lead quality indicators, AR, % (approving rate, approved lead on pre-scoring, primary lead) and SR, % (sales rate, product delivery, primary lead) — you can adjust business processes within the company in order, for example, to increase the “return” of the primary application to the final stage of the sales funnel.