Client: Western Union
Sector: Financial Services
Data democratisation
UK / Germany / Brazil
Shaping global digital transformation with propensity insight
Rising acquisition costs and confused cross-channel journeys were creating inefficiency in media spend. Blended CAC had risen 22% year-over-year, and 45% of converting customers had touched both paid and organic media — making true channel performance hard to read.
-21%
customer acquisition cost
paid media conversion rate
+38%
+13%
organic conversions
+45%
return on ad spend
$2.4m
media spend reallocated to higher value channels.
Behavioural, transactional and engagement data was read across every customer touchpoint — surfacing 8 key customer themes and exposing where paid spend was chasing customers who would have converted anyway.
Scout
Map
Those signals were connected into a custom attribution model, revealing the true contribution of under-reported channels — particularly brand and organic — that last-click reporting had been hiding.
Low-propensity paid campaigns were paused and spend reallocated from high-cost search towards organic and direct acquisition. Unified attribution dashboards aligned global and regional teams around one source of truth.
Advance
Signal in the data, pattern in the channels, action in the budget.
