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Case BNP Paribas Fortis: How Value-based bidding led to cost per lead reductions up till -61%

Yves Wemers

15:40 - 16:10

Over the years, BNP Paribas Fortis has massively increased its online presence to meet the change in behavior and needs of the consumer. After several years focussing on one single conversion as the unique KPI, 2021 has been a turning point for BNP’s campaign optimisation. In order to maximize the revenue, the entire customer journey has been taken into account to train the smartbidding to look for more valuable audiences.

With algorithms getting smarter and smarter, combined with a value-based approach of every single micro-conversion, BNP has succeeded in decreasing its cost per lead on all its promoted products compared to the year before. During this session, BNP will share what has been put in place to achieve those results.

Yves Wemers

Head of Communications Platforms & PerformanceBNP Paribas Fortis

Yves is a communication and marketing experienced professional with a passion for digital businesses. More than 10 years of experience in account management, strategy and management at agency side (Havas Media, Dentsu) and creative and media partner management at advertiser side (Proximus & BNP Paribas Fortis). Passionate about data in motion and user experience. Happy to transform, change, coach and implement new methodologies to teams.

Unfortunately, we have decided not to organize a Belgian edition of Friends of Search in 2024. The 11th edition of Friends of Search we are organising in the Netherlands. Belgian visitors are of course more than welcome. Join us on March 21, 2024, in de Kromhouthal in Amsterdam.

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