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Analytics, testing and data collection to define audience segments and deliver personalized content.

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Challenge

Our client is one of Mexico’s largest banks, offering loan, credit, savings, and banking services. It also operates in several countries in Latin America.

The client decided to move further on their digital transformation to provide their clients personalized, unified and well-connected experiences. It has looked to serve broader populations of customers underserved by traditional banking services on its market. Additionally,, many of its customers don’t have desktop or laptop computers, but most have smartphones. In order to execute a strategy to optimize experiences, the company needed to coordinate every touch point across web, mobile, email and call centers and centrally manage digital assets.  The bank decided to improve its analytics, testing and data collection to define accurately their audience segments and deliver personalized content to them.


Regarding its current situation, it was key to deliver the same digital experiences in every channel and specially, on smartphone banking. This considered both, digital and physical channels, as their ATM’s. Additionally, develop an analytics and data strategy that could allow them to obtain better results regarding audiences management and real-time custom interactions with its target customers. 


Several challenges were identified. 

  • Their marketing teams couldn’t create multi-channel experiences quickly. 
  • Internal teams and external agency partners shared digital assets via email, web-based file hosting services, and flash drives, which delayed content development.
  • Digital marketers frequently had to manually resize and reformat web content to deliver it in different channels.
  • Build segments and optimize data collection and usage to improve personalization across every channel.

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Solution

The solution included AEM to manage the content and provide a headless architecture to consume it. Analytics to track every online interaction in their sites and mobile apps. They acquired Audience Manager to merge online data with offline data, to create and enrich segments. We recommended to use the segmented audiences in other Adobe Marketing Cloud products or paid media, as they could approach and connect with customers directly and efficiently, by leveraging Adobe product  synergies, as analytics data.


Conexio and the client defined three main goals to achieve in this project:


  • Create unified and consistent customer experiences

The bank wasn’t delivering a unified and single experience for its customers. They had different and isolated experiences on every channel which was perceived differently by their customers, which affected the bank’s image and positioning on their customers minds and on its market. As a result, it was defined as a key factor the creation and engagement on unified, consistent and well connected  experiences across every interactive channel, even online or offline. The project roadmap included the guidelines to accomplish this objective and the main solution was to use the same assets (styles, images, etc.) and messages in all its digital channels and ATM’s. Conexio recommended using Adobe DAM and custom workflows to be able to share their assets into their banks ATM’s. As a result, the bank could share their digital experience in other screens as their ATM’s, they could synchronize their campaigns to reach every screen and deliver the same experience throughout online and offline interactions.


  • Learn about their customers behavior

Customers want real-time, personalized experiences across every channel, with a bank designed around them, aligned to their interests and their needs. Unified data is the key to unlocking the experiences customers crave. This was a huge debt for our client, as they didn’t track before their customers online behaviour and never made use of custom reports regarding their objectives. In order to achieve their goal, it was defined how to track the website navigation, traffic interactions and its market results. Several custom reports were defined, including, loan calculator reports, which extract loan terms, expected amounts and customer profiles tracking. Additionally, we decided to develop A/B testing in some specific site interactions to have an in-depth customer data collection and improve their engagement. As a secondary stage, we decided to take a step further and started working on content personalization based on customer profiles and their previous digital interactions. All the information gathered on Adobe Analytics was merged with offline data, the collected information and reportings allow Adobe Audience Manager to  provide every customer an unique and tailored experience.


  • Efficiency

A key internal challenge, was to know how to improve the work efficiency and effectiveness of the bank Marketing teams. The solution included the integration of AEM Assets and the Adobe Creative Cloud, which allowed the bank internal teams to have full access to all the available materials and assets. This action helped unifying the user experience on every channel, even online and offline. Additionally, Conexio created approval workflows to grant the control and quality of every interaction and asset and material usage.


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Analytics, testing and data collection to define audience segments and deliver personalized content.

Challenge

Our client is one of Mexico’s largest banks, offering loan, credit, savings, and banking services. It also operates in several countries in Latin America.

The client decided to move further on their digital transformation to provide their clients personalized, unified and well-connected experiences. It has looked to serve broader populations of customers underserved by traditional banking services on its market. Additionally,, many of its customers don’t have desktop or laptop computers, but most have smartphones. In order to execute a strategy to optimize experiences, the company needed to coordinate every touch point across web, mobile, email and call centers and centrally manage digital assets.  The bank decided to improve its analytics, testing and data collection to define accurately their audience segments and deliver personalized content to them.


Regarding its current situation, it was key to deliver the same digital experiences in every channel and specially, on smartphone banking. This considered both, digital and physical channels, as their ATM’s. Additionally, develop an analytics and data strategy that could allow them to obtain better results regarding audiences management and real-time custom interactions with its target customers. 


Several challenges were identified. 

  • Their marketing teams couldn’t create multi-channel experiences quickly. 
  • Internal teams and external agency partners shared digital assets via email, web-based file hosting services, and flash drives, which delayed content development.
  • Digital marketers frequently had to manually resize and reformat web content to deliver it in different channels.
  • Build segments and optimize data collection and usage to improve personalization across every channel.

Solution

The solution included AEM to manage the content and provide a headless architecture to consume it. Analytics to track every online interaction in their sites and mobile apps. They acquired Audience Manager to merge online data with offline data, to create and enrich segments. We recommended to use the segmented audiences in other Adobe Marketing Cloud products or paid media, as they could approach and connect with customers directly and efficiently, by leveraging Adobe product  synergies, as analytics data.


Conexio and the client defined three main goals to achieve in this project:


  • Create unified and consistent customer experiences

The bank wasn’t delivering a unified and single experience for its customers. They had different and isolated experiences on every channel which was perceived differently by their customers, which affected the bank’s image and positioning on their customers minds and on its market. As a result, it was defined as a key factor the creation and engagement on unified, consistent and well connected  experiences across every interactive channel, even online or offline. The project roadmap included the guidelines to accomplish this objective and the main solution was to use the same assets (styles, images, etc.) and messages in all its digital channels and ATM’s. Conexio recommended using Adobe DAM and custom workflows to be able to share their assets into their banks ATM’s. As a result, the bank could share their digital experience in other screens as their ATM’s, they could synchronize their campaigns to reach every screen and deliver the same experience throughout online and offline interactions.


  • Learn about their customers behavior

Customers want real-time, personalized experiences across every channel, with a bank designed around them, aligned to their interests and their needs. Unified data is the key to unlocking the experiences customers crave. This was a huge debt for our client, as they didn’t track before their customers online behaviour and never made use of custom reports regarding their objectives. In order to achieve their goal, it was defined how to track the website navigation, traffic interactions and its market results. Several custom reports were defined, including, loan calculator reports, which extract loan terms, expected amounts and customer profiles tracking. Additionally, we decided to develop A/B testing in some specific site interactions to have an in-depth customer data collection and improve their engagement. As a secondary stage, we decided to take a step further and started working on content personalization based on customer profiles and their previous digital interactions. All the information gathered on Adobe Analytics was merged with offline data, the collected information and reportings allow Adobe Audience Manager to  provide every customer an unique and tailored experience.


  • Efficiency

A key internal challenge, was to know how to improve the work efficiency and effectiveness of the bank Marketing teams. The solution included the integration of AEM Assets and the Adobe Creative Cloud, which allowed the bank internal teams to have full access to all the available materials and assets. This action helped unifying the user experience on every channel, even online and offline. Additionally, Conexio created approval workflows to grant the control and quality of every interaction and asset and material usage.


Back to cases

No items found.

Analytics, testing and data collection to define audience segments and deliver personalized content.

Challenge

Our client is one of Mexico’s largest banks, offering loan, credit, savings, and banking services. It also operates in several countries in Latin America.

The client decided to move further on their digital transformation to provide their clients personalized, unified and well-connected experiences. It has looked to serve broader populations of customers underserved by traditional banking services on its market. Additionally,, many of its customers don’t have desktop or laptop computers, but most have smartphones. In order to execute a strategy to optimize experiences, the company needed to coordinate every touch point across web, mobile, email and call centers and centrally manage digital assets.  The bank decided to improve its analytics, testing and data collection to define accurately their audience segments and deliver personalized content to them.


Regarding its current situation, it was key to deliver the same digital experiences in every channel and specially, on smartphone banking. This considered both, digital and physical channels, as their ATM’s. Additionally, develop an analytics and data strategy that could allow them to obtain better results regarding audiences management and real-time custom interactions with its target customers. 


Several challenges were identified. 

  • Their marketing teams couldn’t create multi-channel experiences quickly. 
  • Internal teams and external agency partners shared digital assets via email, web-based file hosting services, and flash drives, which delayed content development.
  • Digital marketers frequently had to manually resize and reformat web content to deliver it in different channels.
  • Build segments and optimize data collection and usage to improve personalization across every channel.

Solution

The solution included AEM to manage the content and provide a headless architecture to consume it. Analytics to track every online interaction in their sites and mobile apps. They acquired Audience Manager to merge online data with offline data, to create and enrich segments. We recommended to use the segmented audiences in other Adobe Marketing Cloud products or paid media, as they could approach and connect with customers directly and efficiently, by leveraging Adobe product  synergies, as analytics data.


Conexio and the client defined three main goals to achieve in this project:


  • Create unified and consistent customer experiences

The bank wasn’t delivering a unified and single experience for its customers. They had different and isolated experiences on every channel which was perceived differently by their customers, which affected the bank’s image and positioning on their customers minds and on its market. As a result, it was defined as a key factor the creation and engagement on unified, consistent and well connected  experiences across every interactive channel, even online or offline. The project roadmap included the guidelines to accomplish this objective and the main solution was to use the same assets (styles, images, etc.) and messages in all its digital channels and ATM’s. Conexio recommended using Adobe DAM and custom workflows to be able to share their assets into their banks ATM’s. As a result, the bank could share their digital experience in other screens as their ATM’s, they could synchronize their campaigns to reach every screen and deliver the same experience throughout online and offline interactions.


  • Learn about their customers behavior

Customers want real-time, personalized experiences across every channel, with a bank designed around them, aligned to their interests and their needs. Unified data is the key to unlocking the experiences customers crave. This was a huge debt for our client, as they didn’t track before their customers online behaviour and never made use of custom reports regarding their objectives. In order to achieve their goal, it was defined how to track the website navigation, traffic interactions and its market results. Several custom reports were defined, including, loan calculator reports, which extract loan terms, expected amounts and customer profiles tracking. Additionally, we decided to develop A/B testing in some specific site interactions to have an in-depth customer data collection and improve their engagement. As a secondary stage, we decided to take a step further and started working on content personalization based on customer profiles and their previous digital interactions. All the information gathered on Adobe Analytics was merged with offline data, the collected information and reportings allow Adobe Audience Manager to  provide every customer an unique and tailored experience.


  • Efficiency

A key internal challenge, was to know how to improve the work efficiency and effectiveness of the bank Marketing teams. The solution included the integration of AEM Assets and the Adobe Creative Cloud, which allowed the bank internal teams to have full access to all the available materials and assets. This action helped unifying the user experience on every channel, even online and offline. Additionally, Conexio created approval workflows to grant the control and quality of every interaction and asset and material usage.


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