Using technology to address the balance between brand and performance communications and re-invigorate the Western Union brand in 90 markets.
Mediahub with Western Union
Technology has had a significant impact on the digital money transfer industry, with many brands now competing for a share of the market. Western Union (WU) faces aggressive disruptors attracting the digital modern money mover customer; this is the same customer that WU also needs to ensure its future.
WU needed to keep ahead of this competition. Its overreliance on performance media had begun to hit the point of diminishing returns, and had begun to erode brand equity. Its Next Best Decisioning (NBD) offer, an investment optimisation platform delivered during lockdown, is proprietary software which enables the identification of inefficiencies across WU’s global performance activity via sophisticated modelling and machine learning.
It works by predicting the shape of every curve in the portfolio relative to all other curves in the portfolio, simultaneously and for any given moment in time. This makes it possible to spend every dollar in the most incremental way.