FINALLY THE
360° VIEW

BANK MEASURES SUCCESS ACROSS CHANNELS FROM CONTACT TO CUSTOMER VALUE

STADTSPARKASSE
DÜSSELDORF

CHALLENGE

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.

SOLUTION

Stadtsparkase Düsseldorf uses Hase & Igel’s Neutrum EVO Optimizer for this purpose. The cloud solution is connected to all advertising channels, booking routes and the CRM system. From this, it automatically draws precisely the data that is necessary for a reliable evaluation of advertising performance and success – without having to resort to personal data. AI-supported, the various data is merged and mapped in a uniform framework – for example, comparably broken down to time and location stamps, product characteristics and campaigns. Artificial intelligence recognizes the patterns in (anonymous) customer and user behavior and is thus able to clearly assign well over 90% of all closed contracts to the feed channels involved, even between systems that cannot pass session data or user/event IDs to each other. In this way, Stadtsparkasse Düsseldorf gains transparency across its entire marketing mix with regard to the results, their efficiency and quality along the entire funnel: from the first visual contact to the customer value achieved. These results are not only visualized in the EVO Optimizer, but also classified: The AI determines typical seasonal patterns and incorporates current demand in the local market based on 3rd party data. Thus, the system not only shows the actual value for each result, but also a realistic benchmark.

Screenshot Dashboard NEUTRUM EVO Optimizer
Screenshot Dashboard Campaign Overview

CUSTOMER BENEFIT

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.

“Bridging marketing and sales data across channels is a game changer for us that we have wanted for many years. It creates the basis for efficient, account-driven management.”

– MARTIN GARCZORZ, MEDIAL SALES STADTSPARKASSE DÜSSELDORF

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