Sum­it­omo Mit­sui Card Co. removes the bot­tle­necks that neg­a­tively affect cus­tomer expe­ri­ences using the vital insights it gains by using Adobe Ana­lyt­ics and Adobe Tar­get in Adobe Mar­ket­ing Cloud. The solu­tions also help the Japan­ese credit card com­pany mea­sure con­ver­sions across chan­nels and accu­rately attribute new card appli­ca­tions to spe­cific ads and iden­tify pat­terns in suc­cess­ful advertisement.

Adobe Ana­lyt­ics enables us to deter­mine how cus­tomers came to our page, includ­ing which ban­ner they used, which site they were on, and what their last touch was,” says Kaori Yamada, Inter­net busi­ness sec­tional man­ager at Sum­it­omo Mit­sui Card. “We dis­cov­ered that a sur­pris­ing num­ber of cus­tomers come from their book­marks and that many first-time cus­tomers will apply for a credit card. The pat­terns are also dif­fer­ent when com­par­ing week­ends ver­sus the work week. All of this infor­ma­tion is giv­ing us great insight into our customers.”

Sum­it­omo Mit­sui has rebuilt its credit card cus­tomer por­tal, Vpass, to opti­mize cus­tomer expe­ri­ences. By fine-tuning con­tent with A/B test­ing in Adobe Tar­get, Sum­it­omo Mit­sui has increased cam­paign par­tic­i­pa­tion by 14 per­cent. http://​adobe​.ly/​1​n​i​O​RH5

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