Questions
Answers for every team that has to say yes.
Grouped by the people who usually ask them. If yours is not here, ask us directly.
For CEOs and growth leaders
Strategy
What does Aura do?
Aura lets your bank or fintech launch its own mobile data plans and use them to reward the customer behaviours that grow your business, such as salary paid in, higher balances and more everyday transactions.
You set the rules. Aura designs the programme within them, runs the telecom side and the data delivery, and measures what changed.
Why mobile data, and not cashback or points?
Customers already buy mobile data every month and use it constantly, for work, family, entertainment, payments and getting around. It is easy to value and already in the monthly budget.
Cashback is spent and forgotten, and points sit unused. Data from your bank arrives week after week, while the customer keeps qualifying, and it carries your name.
Is this a one-off campaign?
No. Rewarding once creates a moment. Qualifying repeatedly creates a routine. The benefit keeps arriving only while the behaviour does, so the link between the behaviour and the reward lasts beyond a single campaign.
How do we know it is working?
Every programme starts as an experiment: one group of customers, one behaviour, measured against a matched control group that is not offered the plan. The difference between the two groups shows what the programme actually caused.
We measure extra balances, transaction frequency, salary accounts moved and the cost of each extra outcome. Gigabytes given out, clicks and redemption rates are not counted as success.
Could we build this ourselves?
Your team may well find the right mix. It took three years and over ₦1 billion to learn this at PressOne Africa, where Aura’s method comes from. The question is how much you want to spend learning it yourself, and how much you miss while you do.
For growth, marketing and product teams
Programme design
Who decides the rules?
You do. Your bank decides who qualifies, what they need to do, how much data they receive and how often they qualify. Aura designs a mechanism that works within those rules.
Which behaviours can we reward?
Behaviours you can see in your own data and that are worth more to you than they cost to reward. The proposal focuses on salary paid in, higher balances and everyday transactions, with activation, reactivation and premium upgrades as routes to the same goal.
The behaviour, threshold and frequency for your programme are set during design, from what each behaviour is worth to you.
How much data should customers get?
That comes out of the design, not a price list. We start from what the behaviour is worth to you, work out what can profitably be spent to cause it, and only then set the reward. Amounts on this site, such as 5GB a week, are illustrative.
How does our brand appear to customers?
It is your data plan, in your brand, in your channels. A small Powered by Aura credit can sit beneath it as a secondary endorsement. Your brand is always the hero.
Do customers have to switch network?
No. The plans are delivered on the networks your customers already use. Network coverage for your market is confirmed during planning.
For finance teams
Economics
What does a programme cost?
A starting programme is priced as one commitment that covers the Aura service, the telecom side and the data for the experiment. The amount depends on the size of the test and the behaviour, and is set out in your proposal.
How is the return assessed?
By following the chain from spend to value: the money reaches customers, some of them change behaviour, that shows up as more balances, transactions or salary accounts, those have a value to you, and that gives the return.
We agree the measures and the scaling criteria before the experiment starts, and build cautious, base and stronger cases on your own numbers.
Do customers who would have qualified anyway inflate the results?
They are part of the cost, which is why the comparison group matters. The programme only takes credit for the difference between the test group and the control group.
For technology and operations teams
Implementation
What does our team need to build?
Aura handles the integration work, telecom operations, data delivery and reconciliation. Your team provides access to the data that shows qualifying behaviour, and the approvals your processes need.
The integration method is agreed with your technology team during planning, based on what your systems already support.
What data does Aura need?
Only what is needed to assess the qualifying behaviour, deliver the data and measure the results. The exact data, how it is shared and how often are agreed with your teams before anything is shared.
How are results reported?
Aura reports on qualification, delivery, reconciliation and the outcome measures against the control group. The format and frequency are agreed during planning, and your analytics or finance team can check the results.
For risk, compliance and procurement teams
Risk and procurement
How is customer data protected?
Data protection, security and compliance requirements are agreed with your risk and information security teams before any customer data is shared. Tell us what your review needs and we will work through it with you.
What do we commit to at the start?
One experiment: one group of customers, one valuable behaviour, one clear test of the economics, a matched control group and criteria for scaling that we agree up front. Any further spend is decided by the results.
Still have a question?
Ask us directly. We will answer it, or tell you plainly where it is decided during planning.