Wel­come to the Site­Cat­a­lyst Finance Fun­da­men­tals blog series.  In this series we will dis­cuss the imple­men­ta­tion basics and exam­ple analy­sis of each fun­da­men­tal solu­tion that Finan­cial Ser­vices cus­tomers should con­sider lever­ag­ing.  Stay tuned and please feel free to con­tribute your thoughts/experience as we dis­cuss each solution.

In case you haven’t been play­ing along at home, in our pre­vi­ous post on vis­i­tor seg­men­ta­tion, we went over the tech­ni­cal details on how to cap­ture the infor­ma­tion we need to be able to report on our web­site vis­its by demo­graphic seg­ment. In this post we will show how to upload your key demo­graphic infor­ma­tion and pull mean­ing­ful reports based on that data.

Step 1: Decide on Demo­graphic Data Set

The very first step in report­ing on your cus­tomer demo­graphic data is to decide which pieces of data you want to use to build seg­ments or report on. This infor­ma­tion is often spe­cific to your KPIs or busi­ness need, but often times finan­cial ser­vices com­pa­nies will want to see their data bro­ken out by:

  • Age Range
  • Gen­der
  • Mar­i­tal Status
  • Income Bracket
  • Length of time as a customer
  • Num­ber of Prod­ucts Used/“Share of Wallet”
  • Occu­pa­tion
  • Net Worth/Assets on Deposit

This data is often stored in a back-end data­base some­where. It might take some sleuthing to find who to talk to about extract­ing this data, and some bribes of cup­cakes to set up an auto-recurring process with your DBA group.

Step 2: Cre­ate the SAINT Fields

We are going to use SAINT to import cus­tomer meta­data into Site­Cat­a­lyst. We need to set up the SAINT fields in the Site­Cat­a­lyst Admin Con­sole in order to col­lect the data. I won’t get in to the tech­ni­cal details on how to do so here; if you need assis­tance, con­tact your Adobe Con­sul­tant or Client Care.

Step 3: For­mat Your Data for Upload

Apply the SAINT tem­plate header files to your sam­ple export in Step 1, mak­ing sure the data in the columns match the header. For exam­ple, the Age data should have the header of “Age.” As long as the Key data is in col­umn A, the other columns can be in any order.

You should now have a .tab file that looks some­thing like this:

Sample SAINT File

Note that the cus­tomer ID we cap­tured in part 1 of our post is in Col­umn A, and each row rep­re­sents one customer.

Step 4: Upload the File into SAINT

Fol­low­ing the steps out­lined in the Help Cen­ter, upload your file to SAINT. Depend­ing on the num­ber of records and the size of the file, it might take up to 48 hours for the data to be reflected in reports.

Report­ing on Demo­graphic Information

Once the SAINT file has processed, the data is now avail­able for report­ing. You can now use the uploaded demo­graphic data to break down almost any data point or build seg­ments. The pos­si­bil­i­ties are nearly endless!

As an exam­ple, Adobe Bank wants to make sure that they are ade­quately cross-promoting other prod­ucts to exist­ing cus­tomer. We can see how dif­fer­ent asset lev­els are com­plet­ing the account appli­ca­tion by run­ning the Assets on Deposit report and pulling in the appro­pri­ate Appli­ca­tion events:

Net Worth App Starts

We can see in the graph above that the users with a net worth over $100k had the high­est appli­ca­tion com­ple­tion rate. We can dig deeper to see which prod­ucts are dri­ving that high num­ber by run­ning a cor­re­la­tion report between Net Worth and the Prod­ucts report:

Net Worth by Product

You can see that the Mort­gage prod­uct has the high­est com­ple­tion rate, indi­cat­ing that high net worth users are more likely to com­plete a Mort­gage appli­ca­tion. Per­haps the mar­ket­ing depart­ment should dis­play ads to high net worth clients to encour­age them to apply for mortgages.

Have a ques­tion about any­thing related to Site­Cat­a­lyst for the Finan­cial Ser­vices indus­try?  Do you have any tips or best prac­tices to share?  If so, please leave a com­ment here or send me an email at svertree (at) adobe​.com and I will do my best to answer it on this blog so every­one can learn! (Don’t worry – I’ll keep your name and com­pany name confidential).

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