Revolutionizing Digital Marketing Analytics at Leading Central European Bank
Banking & Insurance
Case Studies
Problem
Market dominance but high digital marketing expenses
Major market share, yet significant online competition
Costumers extensively comparing banking products online
Recognized need for data-driven marketing; lacked expertise
Awareness of the importance of data in marketing
Insufficient skills in BigQuery and marketing data analytics
Solution
Formulated a detailed marketing analytics strategy
Began with a discovery phase and strategy development
Created a document detailing digital marketing data use cases
Implemented data ingestion pipelines
Integrated various marketing data sources into BigQuery
Further integrated into in-house Big Data environment
Provided extensive technical leadership
Integrated and monitored digital marketing data across platforms
Developed a dashboard for campaign monitoring across channels
Productionized ad suppression process for non-eligible customers
Created SEO dashboard for paid vs organic keyword performance
Conducted comprehensive team coaching
Trained on analytics and data teams on data transfer
BigQuery, common bugs, and problems
Trained business users on how to use marketing analytics dashboards to extract actionable insights
Results
Established a robust and compliant data architecture
Enhanced capability to process and handle online marketing data
Improved turnaround for new requests, maintaining tight security
Achieved notable improvements and internal team empowerment
More than 20% improvement in ROAS
Enabled internal team to handle most incoming work independently, without relying on expensive vendor support
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