The Challenge

OTP Bank, serving millions of customers across 11 countries, wanted to modernise its digital marketing. The bank’s goal was to improve advertising efficiency, better understand customer behaviour, and deliver more personalised experiences. But data was scattered across different platforms, inconsistent in format, and subject to strict privacy requirements, which made it hard to use at scale.

The Approach

MarketingLens worked with OTP Bank to design a practical, secure data framework that turned complexity into clarity:

• Bringing Data Together: Integrating marketing and web data from multiple platforms into a single analytics environment.

• Clear Dashboards: Built easy-to-use dashboards that showed what was working, from paid search to organic performance and everything in between.

• Smarter Campaigns: Automated routine tasks like bid adjustments, freeing up time for strategy and improving ad efficiency.

The Results

With the new system in place, OTP Bank gained both efficiency and insight:

• +30% more qualified leads, giving sales teams a stronger pipeline and accelerating customer acquisition.

• Higher ROI from digital advertising, as smarter targeting and campaign automation freed budget to be reinvested into growth.

• Deeper customer insight, with dashboards that turned raw data into patterns and opportunities the bank could act on.

Together, these outcomes meant marketing spend was no longer a cost to manage but a lever for growth. For OTP Bank, data became less of a challenge and more of a competitive advantage.