4 tips for running marketing measurement for FinTechs
In the competitive and often volatile FinTech landscape, efficient growth isn't a luxury, it's a necessity. From BitPanda to HSBC to AuxMoney, we've helped diverse brands drive growth through accurate marketing measurement.
In the last 15 years, the focus has shifted away from allocating credit to understanding the incremental impact of every marketing pound spent.
For FinTech marketers looking to scale, move beyond the limitations of last-click data, and leverage the power of Marketing Mix Modelling (MMM) and incrementality testing, here are four essential tips.
1. What stage of business are you at?
The first mistake we see is a misalignment between a FinTech’s core business objective and its measurement strategy. Your marketing goals evolve, and your measurement must keep pace.
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Does the stage of your business impact your marketing goals?
The first mistake we see is a misalignment between a FinTech’s core business objective and its measurement strategy. Your marketing goals evolve, and your measurement must keep pace.
Whilst they do often relate to the stage of business between startup to growth, to maturity. It is not always clear that a more mature business will, for example, focus on ROI
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Does the stage of your business impact the measurement you use?
All brands need to evolve their measurement based on your key question. Below are the three core areas that each solve specific questions.
➡️Last touch measurement: Use at £0k -£10k per month
Can help you go from Zero to One when you are using
only one platform
➡️Incrementality tests: Use at £10k - £50k per month with 1 or 2 channels
Can show you what is and isn’t
working for one media channel
➡️MMM (Marketing mix Modelling): Use at +£50k per month with 3+ channels
Is a great tool for working out
how channel budgets can be scaled, help you allocate budgets and hit your growth or acquisition targets
For a more detailed guide, read here. Here at Linea, we focus on moving measurement from static MMM to Always-on MMM. This is the key to better, faster decision-making. This allows FinTechs to react to market changes and competitor moves immediately, not with a delay.
2. Data as a strength in a regulated industry. But what to use & when?
FinTechs are inherently data-rich environments. Marketing teams are often digitally native, with strong technical data science teams handling complex ETL processes. Marketing teams: don’t be fearful of your data. Typically, FinTech business are blessed with two big strengths:
1️⃣The Data Wealth: Your advantage lies in a deep understanding of customer product usage (app opens, transaction data, feature adoption), which provides powerful signals beyond simple conversions.
2️⃣The Collaboration Gap: Strong Data Science teams are a given, but they often need a clear framework to bridge the gap between complex models and actionable marketing strategy.
At Linea, we specialise in translating data science into marketing action:
➡️Map Primary Business Questions: We don't just model data; we map your core growth questions ("How much do we invest in brand vs. performance?") to the right analytical tools.
➡️Identifying at which time & through which measurement approach decisions should be made.
We see this as a collaborative exercise between Marketing, Growth & Data teams. But should you use in-house or external teams to execute on that?
3. Building Trust: Owning marketing measurement vs. using third parties
As your marketing spend grows and complexity increases, the challenge moves from a technical exercise (getting the numbers) to a strategic one (driving action from the numbers).
➡️Early Stage: Strong internal teams can often manage platform-level measurement (e.g., in-platform reporting).
➡️Growth Stage: When you introduce complexity (multiple channels, brand building, product launches), measurement requires more than just technical execution; it requires a clear, action-oriented framework and a deep understanding of measurement approaches.
We strongly recommend bringing in specialist expertise, either as dedicated in-house people or external partners, to ensure success.
4. Using measurement to drive growth?
The most efficient FinTech marketers use measurement not to report on the past, but to model the future. Measurement should unequivocally be about driving growth and achieving an efficient CPA.
Unequivocally, you should be using measurement to drive growth. Especially in the FinTech category, where driving an efficient CPA is imperative.
With that in mind, incrementality tests & marketing mix models should be set up to answer your key marketing questions:
➡️How much do we need to spend to hit customer acquisition targets?
➡️If we scale spend on this channel what will be the impact on CPA?
➡️How much should we invest in performance vs. brand marketing?
These growth questions might not be your current priority, but marketers need to be closely attuned to ensure that measurement is completely aligned to track your overall measurement goal. Here at Linea, we build tools that allow marketers to focus on running scenarios that can drive growth.
In summary
1: Align your measurement with your current business stage
2: Map the measurement goals, KPI, timeframe,
method & actions
3. Trust & Expertise: As complexity grows, invest in specialist expertise to move
beyond basic reporting.
4. Focus measurement on driving growth