📊 Growth Campaign 2026 — Performance Dashboard
Sample Bank — Retail Banking  |  Reporting: 30 Jun 2026  |  Campaign: 1 Mar – 30 Jun 2026 (Completed)
✅ Completed — 122 of 122 days
Time elapsed: 100% of campaign
Customer Acquisition 1▼
💰 Campaign Cost
$1.42M
Plan: $1.30M
109.2% ▪ 9.2% over plan
👤 New Upgrades
20,200
Plan: 11,200 · Funded Qualified: 2,035 of 4,300
180.4% ▪ FQ only 47.3%
🎯 FQ Conversion Rate
10.1%
Plan 38.4% · 16.7 vs 35.2/day
−74% vs plan rate
⚡ Future campaign ROI will depend more on funded conversion than customer acquisition
Customer acquisition is no longer the campaign's primary growth constraint. Future financial value creation will depend on converting upgraded customers into funded TD rather than acquiring additional customers.
⚖️ Higher campaign spending did not translate into proportional financial returns
Campaign cost exceeded plan, while funded qualification, NII and Net Income remained well below target, indicating lower-than-planned investment efficiency.
New Upgrades & Funded Qualified — Monthly
Affluent (18,890)Prestige (1,310)FQ Affluent (1,800/3,400)FQ Prestige (235/900)
Qualification: Affluent ≥ $50K TD · Prestige ≥ $150K TD (tenor ≥ 3 months)
📌 Recommendation
  • Immediate (RM) — Tie RM incentives to funded qualification rather than upgrade volume
  • Next campaign (Marketing & RB) — Convert the existing non-qualified base before adding acquisition spend
TD Volume & NII Funding 2▼
🏦 TD Volume
$612.0M
Plan: $520.0M
117.7% ▪ Gross
📅 New TD since 1 Mar
$284.5M
46.5% of Total TD
54.7% of Plan
💵 NII Funding
$3.84M
Plan $5.10M · Campaign $2.41M
75.3% of Plan
📈 Net Income
$3.02M
Plan $4.25M · Campaign $1.74M
71.1% of Plan
🚫 Investment decisions based on headline funding KPIs will overstate true campaign ROI
More than half of TD (53.5%) and over a third of NII Funding (37.2%) reflect balances the bank already had, reclassified on segment upgrade — a pattern that may also affect other segment-upgrade campaigns and should be validated.
👥 Growth is increasingly driven by deepening existing customer relationships rather than acquiring new depositors
Existing customers contributed nearly twice as much new money as brand-new ones — future TD growth will increasingly depend on expanding wallet share within the existing base unless acquisition strategy changes.
TD & NII — Share That's Campaign-New (%)
New TD since 1 Mar splits into new-to-bank $98.6M + existing-customer top-up $185.9M
📌 Recommendation
  • Immediate — Evaluate campaign performance using both Portfolio Funding and Campaign-generated Funding
  • Strategic — Use incremental funding as the primary investment KPI, while portfolio growth remains a supporting operating metric
Segment Breakdown (Funded Qualified) 3▼
⭐ Affluent FQ
1,800
Plan: 3,400 · Conversion 9.5% of 18,890 upgrades
52.9% ▪ Below plan
💎 Prestige FQ
235
Plan: 900 · Conversion 17.9% of 1,310 upgrades
26.1% ▪ Critical miss
🚫 Future segment targets must be grounded in observed conversion behavior to remain achievable
Prestige's target assumed a materially higher conversion rate than observed customer behavior delivered, despite stronger execution than Affluent (17.9% vs 9.5% upgrade-to-FQ conversion).
⚠️ Affluent met much of its FQ outcome through acquisition scale rather than conversion effectiveness
This creates sustainability risk once acquisition volume normalizes.
Funded Qualified: Affluent & Prestige — Actual vs Plan
📌 Recommendation
  • Immediate (RM) — Launch follow-up and TD top-up incentives for upgraded customers near the Welcome Reward threshold, in both segments
  • Next campaign (Marketing) — Increase Prestige acquisition because each upgraded Prestige customer has materially higher probability of becoming funded qualified
Lending, Card & Bancassurance Cross-Sell 4▼
💳 Lending Disbursement
$21.40M
76.8% of cross-sell volume
🛍️ Card Spend
$6.15M
22.1% of cross-sell · Credit 6.02 + Debit 0.13
🛡️ Bancassurance (FYP)
$0.31M
1.1% of cross-sell volume
📊 Fee-income revenue will remain minimal unless bancassurance and debit engagement are actively developed
Cross-sell is real, but currently monetized almost entirely through credit — lending and credit card activity dominate while bancassurance and debit engagement are negligible by comparison.
💡 Future campaign profitability will increasingly depend on expanding fee-income penetration beyond lending
Bancassurance accounts for only 1.1% of cross-sell volume and debit card just 2.1% of card spend — fee products offer revenue upside without adding balance-sheet credit risk.
Lending / Card / Bancassurance Volume (USD M)
📌 Recommendation
  • Next campaign (RM) — Launch a 90-day RM engagement journey focused on card activation, bancassurance and TD top-up immediately after customer upgrade
Executive Conclusions ▼
🏁 Executive Conclusions
The campaign delivered strong customer acquisition and lending cross-sell at scale, but campaign profitability was constrained by weak funded conversion and lower-than-planned investment efficiency. Continuing the program is justified, provided the next cycle shifts investment from acquisition toward conversion and evaluates success based on incremental business value.
✅ Decisions Required
  • Approve campaign KPI framework — Adopt campaign-generated funding as the primary investment KPI alongside portfolio totals
  • Approve RM incentive redesign — Shift incentives from upgrade volume to funded qualification
  • Approve campaign investment framework — Evaluate future campaign investment based on incremental business outcomes
Sample Bank · Prepared 30 Jun 2026 · Portfolio Sample — Synthetic Data, Illustrative Only