Increased conversions through personalisation
National Bank also pulls data from Adobe Analytics into Adobe Audience Manager, Adobe’s data management platform (DMP), to build unique audience profiles and identify audience segments. The Adobe Marketing Cloud ID (MCID) unifies user behaviour across websites and platforms to create a 360-degree, anonymised view of consumers. Activating these high value segments in Adobe Target, National Bank is personalising content for customers, whether they’re a millennial exploring new account options or a startup company trying to find the right services for its growing business.
“Introducing Adobe Audience Manager as our DMP has kicked off such a rapid change in our culture,” says Boicel. “Everyone is excited about how we can use audiences and personalisation to better reach our customers. We’re seeing huge gains and decreasing cost-per-optimisation by 30%.”
National Bank has expanded its use of personalisation to better target customers across Canada. In one example, the bank created a new partner credit card offering, but it was not available in one jurisdiction. The bank used location-based audience segmentation to create a proof of concept that worked perfectly, rendering an additional $150,000 in development costs unnecessary.
National Bank is also using Adobe Advertising Cloud to bring media buying campaigns in-house.
“Using the integrated Adobe Experience Cloud solutions, we can put fresh content on the web, measure it, optimise it and deliver seamless messaging across marketing channels,” says Boicel. “The way that all Adobe solutions work together and share information is a key advantage for us. We can use each solution’s strengths to gain a holistic view of our audiences and how we are performing in digital environments. We can even connect Adobe Experience Cloud to third-party systems with ease. We plan to continue expanding our use of data to drive smart decisions and reach customers across Canada.”