Multi-channel Marketing Analytics

3AI August 17, 2020

A leading US Bank

Problem Statement

• Initiative to track 360 degree view of the customer experience on the Bank’s online and mobile channel
• Need to gain better visibility around the effectiveness of varied sales and marketing initiatives

Analytics Led Approach

• Real-time online analytics using Site Catalyst
• Reports showing detailed information on purchasing metrics, customer loyalty, campaigns, visitor profiles etc.
• Data analysis from multiple data sources (both online and offline) to gain actionable customer intelligence
• A/B or Multivariate testing of various campaigns for targeted marketing

Business Impact

• Achieved risk-adjusted 3-year ROI of 25%
• Reached break-even on the investment within one year
• Realized total (risk-adjusted) net present value of $771,560
• 10.5% increase in NPV due to changes on the organization’s home page based on initial A/B testing

Critical Success Factors

• Understanding of end-to-end marketing lifecycle
• Expertise in various marketing analytics products – Site Catalyst, Insight and Test & Target
• Innovation led delivery- creation of standard dashboards instead of manual reporting for improved efficiency