Adobe Digital Dialogue

From digital silos to personalised audiences: How to achieve digital maturity

Accordant and nabtrade, NAB’s online investing platform, discuss how they streamlined nabtrade’s business to achieve digital maturity by implementing Adobe Marketing Cloud and Adobe Advertising Cloud.

All the gear and no idea

Across the world, com­pe­ti­tion in the bank­ing land­scape con­tin­ues to heat up with new tech­nol­o­gy and mobile appli­ca­tions threat­en­ing to dis­place banks. To sur­vive and stay com­pet­i­tive, finan­cial insti­tu­tions are part­ner­ing with dig­i­tal spe­cial­ists to roll out new ini­tia­tives, invest in inno­v­a­tive dig­i­tal tech­nolo­gies and deep­en their cus­tomer rela­tion­ships.

In 2015, nab­trade, NAB’s online invest­ing plat­form, which pro­vides insights and trad­ing oppor­tu­ni­ties to cus­tomers, was feel­ing the mar­ket pres­sure along with more aggres­sive growth tar­gets set by the larg­er busi­ness. Today, through part­ner­ship with Accor­dant, nab­trade is paving the way for how busi­ness­es can opti­mise search and tar­get cus­tomers effec­tive­ly and effi­cient­ly.

As a stand­alone busi­ness unit, removed from NAB’s cen­tralised mar­ket­ing func­tion, nab­trade had access to the best mar­ket­ing tech­nol­o­gy avail­able, but lacked the tech­ni­cal exper­tise to effec­tive­ly use the tools to meet its grow­ing tar­gets.

What was need­ed to achieve dig­i­tal matu­ri­ty in its mar­ket­ing was a stream­lined mar­ket­ing and adver­tis­ing strat­e­gy that was tar­get­ed, advanced and per­son­alised for nabtrade’s audi­ences.

Engag­ing the right part­ner

To help achieve its goals, nab­trade brought in Accor­dant, a lead­ing data-dri­ven expe­ri­ence and per­son­al­i­sa­tion agency. Togeth­er the com­pa­nies devel­oped a blend­ed team of inhouse and out­sourced capa­bil­i­ty. The first thing the team noticed was that although nab­trade had exist­ing adver­tis­ing and mar­ket­ing tech­nol­o­gy, the two were dis­con­nect­ed.

“They didn’t have any data in com­mon,” said Steve Knowles, CEO of Accor­dant. “They came from dif­fer­ent providers, they nev­er had worked in uni­son before, and we knew that in order to pro­ceed we need­ed a con­nect­ed tech­nol­o­gy that was going to scale through the next two years of activ­i­ty planned.”

Accor­dant then imple­ment­ed Adobe Adver­tis­ing Cloud, which had the abil­i­ty to inte­grate with nabtrade’s exist­ing mar­ket­ing tech­nol­o­gy: Adobe Mar­ket­ing Cloud.

Phase 1: Build­ing chan­nel effi­cien­cy

Now that nabtrade’s tech­nolo­gies were stream­lined, nab­trade and Accor­dant had two main objec­tives: increase cost effi­cien­cy in paid search and improve on-site con­ver­sion.

By imple­ment­ing Adobe Media Opti­miser, a pro­gram­mat­ic ad-buy­ing solu­tion which enables busi­ness­es to use search, dis­play and social ads to deliv­er rel­e­vant con­tent to high-val­ue audi­ences, the team saw a 20 per cent increase of new accounts being acquired in their first month.

And, by enlist­ing test-and-learn activ­i­ty, such as look­ing at calls to action, val­ue propo­si­tions, URL affini­ties, and ver­biage on the pric­ing page, the team gar­nered some great results. As a direct result of plac­ing the pric­ing page on nabtrade’s home­page the team was able to improve the home site con­ver­sion rate by 10 per­cent.

Phase 2: Cross chan­nel inte­gra­tion

By har­ness­ing the pow­er of Adobe Ana­lyt­ics, along with Adobe Media Opti­miser and Adobe Tar­get, the team had a sin­gle set of trust­wor­thy data to opti­mise to, plan and report from, and were there­fore able to move focus to data and chan­nel inte­gra­tion. “With Adobe Ana­lyt­ics under­pin­ning every­thing, we could see a lot more data,” said Ari­anne Miller, Head of Cus­tomer Expe­ri­ence at nab­trade. “We weren’t just see­ing the num­ber of accounts that we were acquir­ing through search, but we could see their on-site con­ver­sion and then their post-pur­chase behav­iour.”

By feed­ing post-pur­chase infor­ma­tion through to Adobe Media Opti­miser, Accor­dant and nab­trade were able to bid and opti­mise based on the right kinds of terms and clients they were tar­get­ing. By tar­get­ing cus­tomers who were more like­ly to deposit cash, the team saw a 67 per­cent uplift in the cash acti­va­tion rates of the clients acquired through paid search.

Phase 3: Audi­ence cen­tric activ­i­ty

Per­son­al­i­sa­tion of con­tent and cus­tomer expe­ri­ence has proven to be a valu­able asset. As the team gained more infor­ma­tion about vis­i­tors and cus­tomers through Adobe Ana­lyt­ics, they were able to deliv­er more sophis­ti­cat­ed and per­son­alised cus­tomer expe­ri­ences.

Util­is­ing Adobe Audi­ence Man­ag­er, nab­trade and Accor­dant were able to iden­ti­fy and real­ly hone in on their audi­ences. “Adobe Audi­ence Man­ag­er allows us to stitch data togeth­er from dif­fer­ent sources,” said Knowles. “We can pull data from Adobe Ana­lyt­ics, we can pull data from a data ware­house, we can pull data from a CRM tool, and we can com­bine that data to have a much rich­er view of a cus­tomer.”

The team could then cat­e­gorise audi­ences and then broad­cast and deliv­er a con­sis­tent and cus­tomised mes­sage to spe­cif­ic audi­ences using Adobe Tar­get and Adobe Media Opti­miser.

Achiev­ing dig­i­tal matu­ri­ty

To tack­le aggres­sive growth tar­gets, and to remain com­pet­i­tive in a dis­rupt­ed indus­try, Accor­dant worked with nab­trade to opti­mise search and tar­get cus­tomers effec­tive­ly and effi­cient­ly. By using Adobe Mar­ket­ing Cloud and Adobe Adver­tis­ing Cloud to stream­line adver­tis­ing and mar­ket­ing tech­nol­o­gy, Accor­dant was able to build effi­cien­cies across nabtrade’s chan­nels, inte­grate and lever­age data, and deliv­er more sophis­ti­cat­ed per­son­alised cus­tomer expe­ri­ences.

Cross-Channel Marketing, Digital Marketing

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