The bank measures success across channels – from first contact to customer value
Competition in banking is fierce and cuts across all media and sales channels As the “top dog,” the savings banks are in a pole position, but they must constantly maintain their strong presence. Image and sales marketing are therefore more critical to success than in many other industries – and take place in a wide range of channels. In order to achieve good efficiency in a price-sensitive environment, it is essential to have a clear, up-to-date picture of what results are being achieved through which measures. To achieve this, it is not only necessary to integrate the values from the various internal and external channels – it is particularly important and challenging to merge the data from marketing (budgets, contacts, clicks, etc.) with that from sales (confirmed deals, credit volume, etc.) across various different systems.
Stadtsparkasse Düsseldorf gains the transparency it needs to determine the value contribution of its marketing differentiated by product, channel and campaign – right down to the customer value. Dynamic benchmarking ensures a fair and neutral evaluation of the results. This enables the savings bank to manage its marketing mix much more clearly and in a more differentiated way than before, to budget appropriately and to identify possible undesirable developments as well as recipes for success at a very early stage.
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