A single view of the customer
The journey started with a vision of orchestrating best-in-class, personalized customer experiences and digital marketing across channels by aggregating data from multiple sources into a single view of each customer. To accomplish this, the team members needed to change the way they determined which messages to present to customers, moving away from relying on business rules and instead using real-time customer data.
“It helped that we were already using Adobe products, including Adobe Analytics, Adobe Target, and Adobe Campaign,” says Yu. “We had a streaming pipeline we could plug into Experience Platform easily. There were native integrations, and having Adobe’s expertise in activation was extremely important.”
Real-Time CDP enabled marketing teams to centralize actionable marketing data from multiple disparate systems to provide a single view of the customer across online and offline channels. It also provided peace of mind to privacy teams by streamlining data governance to protect customer data while delivering personalization at scale.
The unified profiles in Real-Time CDP facilitated omnichannel marketing targeting digital channels, including usbank.com, the online banking portal, and the mobile app — as well as channels like the ATM fleet, banker channel interface, call centers, and Salesforce CRM. U.S. Bank could now react in real time to customers across channels and predict their needs based on their history with the bank.
Accelerating marketing volume exponentially
The team’s first experiments with Real-Time CDP started prescriptively so they could gather information and learn what worked. One early use case involved using real-time personal customer information to provide customer solutions. For example, if someone purchased home improvement materials, they could be presented with information about a home equity loan that could finance their remodeling.
The team also created audience segments for new customers so they could be served with additional offers. Customers are most likely to enroll in multiple products within the first few weeks of joining the bank, and with profile data operationalized in Real-Time CDP, U.S. Bank can engage them almost immediately.
“We cut down the time it takes to reach new customers from weeks or months to a matter of hours or days,” says Yu.
Native integrations further widened the possibilities for personalization. The team used Adobe Analytics to identify frequently visited webpages on usbank.com, such as the deposits page, routing number page, and logout page. Adobe Target then drew on the segmented audience data in Real-Time CDP to deliver personalized ads to customers who visited those pages.
“Highly trafficked pages were ripe for personalization — the Real-Time CDP ultimately gave us the opportunity to blend customers’ data with their onsite behavior to bring relevant messages forward,” said Yu.
The new system connected digital and in-person channels in new ways as branch bankers and call center reps can now see more information about customers and bring offers to their attention.
“There's no marketing team in the world that could manage all of that content and information at the individual customer level manually,” says Yu. “The only way to do it effectively and present relevant content and information that the customer is looking for, in the moment they're looking for it, is to have a platform that provides predictive insights. It’s accelerated our marketing volume significantly.”