BCP Confirms the Value of AI to Optimize Campaign Investment

Case applied to the Savings Accounts product

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Executive Summary

BCP embarked on a process to modernize its performance marketing operations by incorporating artificial intelligence (AI) to optimize investment with an incremental approach. Throughout the implementation of Muttdata’s platform (Mixilo), our Customer Success team worked side by side with the BCP team—designing each stage of the process and supporting the adoption of new concepts and practices in Paid Media management.

This case documents their methodological approach and the results achieved specifically in campaigns for BCP’s Savings Accounts product.

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The Challenge

The BCP team faced operational challenges common to many performance marketing teams and sought to overcome the limitations of manual processes in order to scale. 

Key obstacles included:

• Time required to download metrics and results
• Integration of data from multiple platforms
• Long analysis times as the number of campaigns increased
• Difficulty running predictive exercises on a frequent basis

Always looking to improve their processes, the team began evaluating AI-based solutions. Their goal was to move toward a smarter, automated, auditable, and data-driven model with real scalability. As part of this journey, they needed to demonstrate efficiency with clear before-and-after metrics when adopting new tools.

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Solution

BCP decided to test the Muttdata platform, Mixilo, to optimize investment in their online campaigns using AI:

• The tool connects directly to all digital advertising and analytics platforms, enabling truly cross-channel optimization.
• Every day, it generates precise recommendations on how to reallocate budget to maximize results, with the option to apply them manually or automatically. This is done by capturing saturation, seasonality, and other behavioral patterns at the campaign level.
• It also includes an AI-powered investment planning module that distributes the available budget in the most efficient way over the selected period and tracks execution in real time.

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Implementation

Before getting started, the BCP team clearly defined which decisions they wanted to accelerate and which strategic questions they aimed to answer with an AI solution. Among them was understanding how much real incremental impact resulted from investing one more—or one less—dollar in each Savings Accounts campaign.

With this clear framework, they moved forward with a phased implementation. As in many organizations, there was strong interest in leveraging AI’s potential, combined with the need to do so in a controlled manner—validating learnings and building internal confidence as tangible results emerged. Working in phases ensured that each step was supported by evidence and that every team understood how the technology impacted their day-to-day decisions.

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Throughout the entire process, our Customer Success team worked closely with the BCP team: co-designing each step, applying platform features together, evaluating results, and supporting the adoption of new optimization concepts. This close collaboration allowed the client to move forward with confidence, combining their strategic clarity with our technical and methodological support to progressively and effectively incorporate AI.

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“Using Mixilo to manage performance campaigns for Savings Accounts was a great first step for the team in starting to incorporate automation and artificial intelligence into our optimization processes. It not only helped us reduce the operational burden of manual data processing, but also allowed us to scale both the volume of results and the quality of conversions through the tool’s machine learning. Many thanks to the Muttdata and Mixilo teams!” Jose Julián Aguilar Sanchez – Digital Media Specialist

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Key Results

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Time Gained

As the team applied the platform’s recommendations more frequently, they began to see significant improvements in both operational efficiency and performance. They freed up more than 15 hours per month previously spent on manual tasks, allowing the team to focus on higher-impact strategic and creative initiatives. This time savings became just as important as performance gains, enabling greater focus on initiatives such as audience and creative optimization.

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“Working with Muttdata completely changed how we experience our day-to-day work in Paid Media. We left behind heavy processes and started making decisions with clarity and calm. What I value most is the trust we built: a team that listens to us, walks alongside us, and teaches us to view the budget with transparency. Today, we feel that technology supports us rather than complicates things—and that gave us back the time and energy to focus on what truly drives value for the client.” Anna Paula Chinen Villon – Digital Media Specialist

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CPA and ROAS Improvement

From a results perspective, performance improved in both volume and quality: CPA decreased by 15%, and ROAS increased by 74% with only a 4% increase in investment.

By balancing marginal returns across campaigns in different digital channels, the platform quickly identifies untapped opportunities and corrects imbalances that previously went unnoticed. Over time, these gains tend to stabilize, but budget allocation remains consistently more efficient than with any manual approach.

Finally, the platform not only indicates the optimal budget distribution but also provides saturation curves for each campaign. This is a highly valuable resource for the team, as it offers transparency into why certain adjustments are recommended and how the marginal performance of each investment evolves over time.

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“Having Mixilo as a tool in our daily Paid Media management marked a clear before and after: we moved from manual processes to an integrated and efficient model. We incorporated AI for predictive scenarios that allowed us to allocate and adjust budgets with greater precision. This enabled us to focus on strategic initiatives. Thank you to the Muttdata team for supporting us throughout the entire process and helping us achieve our business goals!” Ana Liz Berrospi Cayetano – Digital Media Specialist

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Conclusion

More and more teams are looking to incorporate AI solutions into their tool stack. The BCP team not only embraced innovation, but did so with the rigor required to validate results, manage internal change, and scale learnings. This combination positions them as leaders in the effective adoption of AI in paid media.

The step-by-step approach made it possible to validate results at each stage and build trust in automation as its real value was demonstrated. AI-driven paid media optimization is a powerful ally for marketing teams—freeing up time, improving decision quality, and amplifying impact.

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Empower Your Team with the Muttdata Platform

This case demonstrates the value of combining artificial intelligence with rigorous, data-driven evaluation. AI becomes a strategic ally that boosts team efficiency and maximizes performance, even in an increasingly dynamic and competitive environment. Our Paid Media Optimizer is designed to help teams make better decisions with less effort and greater impact.

Ready to take the next step? Contact us for a free demo.

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