Our client is one of the largest private sector banks in the Argentine financial system and a leading financial services provider in the country. It offers a wide spectrum of financial services to over 4.2 million customers.

The client is working to improve their digital presence and their customer analysis, knowledge and interactions. The final goal is to assure that every customer has a valuable and customized experience, while receiving the right content in the right place and at the right time.

The proposed solution included Audience Manager and Campaign to improve the bank's digital presence and interactions with its customers, by gaining an in-depth knowledge of their customers and create audience segments, to deliver unique and personalized campaigns.

- Optimized data – Merging data:

While implementing Adobe Audience Manager the bank will be able to integrate information from different sources: online interactions on the sites, app and email, as well as offline information from the CRM, ATM and call centers; recognizing the same customer through different devices and channels.

Moreover, this platform gives the opportunity to enrich the data with second- party partner data or even third-party data purchased by our client, having a more complete understanding and view of the customer.

- Optimized data – Segmenting data:

As a result of the complete profile that is built in Adobe Audience Manager, it is easier to segment the information and create substantial audiences that can be defined according to different attributes, such as interests, needs or behavior.

These optimized audiences allow the bank to reach the right customers with relevant content, through the different marketing efforts and assuring personalization, not only in email campaigns but also in paid media, sites and app. These audiences can be shared with DV360, Facebook Ads, Google ads and others, as well as other solutions in the Adobe marketing Cloud, such as Adobe Campaign or Adobe Target

- Broaden available data:

Adobe Audience Manager also gives the opportunity to access new information that is not being considered yet. By exploring available data the bank can search for unused signals to identify interactions that is not taking into consideration and search new opportunities there. They can also access to “Marketplace” and search relevant audience traits from other business to reach a wider audience, having access to new information.

Using this “unused signals”, the “Marketplace”, and the first, second and third data available in the platforms allows the client to have diverse and useful segment for every action they want to take.

- Optimized data – Segmenting data:

Once the bank started creating audiences the platform learns and gives recommendations of traits that can be combined for a specific segment, making easier the creation process, but also given insights on how to optimize the data available.

The bank can also created a lookalike model to reach people outside their known customers, that interact with them and have similar traits to segments that already exist in the platform, making it more approachable and giving more possibilities of engaging new customers.

- Customer Journey Management:

Adobe Campaign Standard allows the bank to plan and execute marketing campaigns that take into consideration different customer journeys. The Mar-Tech team can plan a campaign that is going to be tied to the customer interactions and preferences, by doing this you assure that the content is reaching the customer, but it also adapts to their needs, assuring a better engagement and improving their loyalty.

- Cross channel communication:

Nowadays every customer interacts with the brand in multiple channels and devices, and the only way to assure that we are having relevant content for that customer is recognize all these different interactions as the same person and adapting our messages to those channels and devices. Adobe Audience Manager helps build the customer as one, merging their interactions and devices, and Adobe Campaign Standard allows to reach those customers by the channel they preferred, keeping all our communications aligned. Therefore, we assure the customer perceives a cohesive experience.

Among several results, the client obtained optimized customer experiences, defined customer journey management, improved marketing efficiency, audiences’ optimization, seamless cross channel communications.

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