Addressability: In-Market Success · as of March 31, 2016. #MerkleDigital17 @MerkleCRM 6...

1#MerkleDigital17 @MerkleCRM

Addressability: In-Market SuccessKristine Prybyla & Avery Faeth

@MerkleCRM #MerkleDigital17


• Citizens Bank: Who We Are

• Testing into Addressability

• Future Vision and Next Steps

Addressability: In-Market Success


Citizens Bank Overview

Our CompanyTotal Assets Deposits

Branches ATMs

$149.5billion$109.8billion

1,200 3,200as of Dec. 31, 2016 numbers from the current About Us


Employ ~18,000 colleagues

Retail Presence in 11 States

Citizens Bank Serves 5 million+ individuals, institutions and companies

Rochester, NY

Boston, MA

Providence, RI

Manchester, NH

Albany, NY:

Buffalo, NY:

Pittsburgh, PA:

Cleveland, OH:

Philadelphia, PA

Detroit, MI

• #12 in assets ($149.5B)

• #12 in branches (1,200)

• #12 in Deposits

• #7 in ATMS

Competitive positioning

as of March 31, 2016


Citizens’ priority marketing objectives

Improve the customer experience

Grow digital contribution to overall business sales

Shift from 1:Many to 1:1

Make more efficient marketing

investments

8#MerkleDigital17 @MerkleCRM 8@PresenterTwitter#MerkleDigital17

It’s About Identity…


Moving to Addressability: Solution overview

1Ingest Data from first-, second-,

and third-party sources 2Analyze data (manual & automated/algorithmic) 3

Personalize, extend, and refine messaging to responsive

audiences across channels

DecisionEngine

Site & In-App Personalization

RLSAPaid Search

Targeting

Ad Server

DSP/ Ad Network

Digital Media TargetingAudience SyndicationDMP Data Inputs

Third-party cookie data

Second-party media data

First-party data

DMP

ESP Email Triggering


Citizens & Merkle: United by strategy and technology

Data Management Platform (DMP) technology enables the first stages of addressability by providing an anonymized view of the individual

P r e - D M P D M P

ExecutionExecution

D M PFirst-party

DataSecond-party

Data

Search CallCenter

PaidSocial

OnlineAds

Website/Mobile

App

Messaging(Email/SMS/

DM)

First-party Data

Second-party Data

Third-party Data Third-party Data

Search PaidSocial

OnlineAds

Website/Mobile App

Messaging(Email/SMS/

DM)


Right messaging, right audience and right time

Product-centric marketingOne-to-Many

Consumer-centric marketingOne-to-One

Before Data Management Platform

& Digital Addressability

Age 25-34

Boston

Buying home

Checking

Savings

Credit Card

Mortgage

Wealth

HELOC

Digital

person

With Data Management

Platform (DMP)

Existing bank

customer

Ideal

prospect

Most relevant

message


Personalization Journey: From Planning to Implementation

• Creative A/B & lift over control testing• Integrated CRM data to create cross

channel customer journey• Piloted the first PBM campaign

2016

Combo Audience performed 57% stronger than BAU

List-based campaign had a 90% higher CTR than BAU

• Value-based 1:1 personalization optimizes creative selection by user stage and product (POE)

• Launched homepage site personalization

2017

6 BLs across EBD, student lending, HELOC Random rotation of 12 creatives allows

for broader testing once POE is deployed

2015

• Rules-based logic pre-determines user experience

• Launched homepage leaderboard personalization

3-5 product offers per month Established benchmarks

LE

AD

ER

BO

AR

D

STA

TS


Make more

efficient marketing

investments

• Unique Audience: DMP audiences were 75% net new reach

• More Committed: Slightly higher application complete rate

• Efficient Media: Cost per application 77% more efficient vs. all lower funnel prospecting tactics excluding DMP

DMP LF Prospecting TacticsExcluding DMP

SL Prospecting Cost per Application

77% Reduction in CPA

CPA

Test: Audience Segmentation through DMP

CPA

Used the DMP to build look-alike audiences modeled on online converters for a Student Lending product.


Citizens saw positive conversion trends by uniting Citizens CRM list with site personalization and connecting digital and offline interactions.

CTR Response

Lift Over Control

Baseline /

Control

97%

82%

Ho

me

pa

ge

T

raffic

.Com Audience A/B Message

Improve the

customer

experience

Checking BAUAll Other Visitors

Defined Platinum Customer Audience

Platinum Invitation-Courtney

Platinum Invitation-Michelle

Media Exposure

Shift from

1:Many to 1:1

Test: Audience Based Messaging through Site Personalization


Grow

digital contribution to

overall business sales

Knowing users traditionally converted in-branch, Citizens used the DMP to facilitate a branch-like offer in the digital space

Personalized Homepage

Coupon Registration

Email Confirmation

ResultWeb-based account

Opening Conversions

Contributed 1.5X More

than Typical Volume

Test: Sequential Messaging through DMP

New Account Opening and Increased Deposits


Citizens’ priority objectives & campaign results

Grow digital contribution to overall business sales

Shift from 1:Many to 1:1

Make more efficient marketing

investments

Improve the customer

experience

Digital conversions contributed 1.5X typical volume

People based Marketing increased engagement

rates cross channel

Cost per online acquisition decreased

with net new audiences

An experience aligned with needs drove higher

conversion ratesDIG

ITA

L R

ESU

LTS


Enabling the Vision for Addressable Marketing

Customer datathird-party data sources

Master ID assigned

DMP

Maria cookie/device ID(via onboarded first-party

data)

Maria CRM ID(via PII-based ID

matched to Audience ID Graph)

DSPListening for ID

requests via pubs/exchanges

Return Back Audience IDs Exposed + Performance Data & Attribution

Return Back Audience IDs Exposed + Performance Data & Attribution

Custom Audience RetargetingApply Now!

Waterfall personalized ads1. RTB exchange2. Premium (DMP + addr)3. Social (addr)4. Site + online bank (addr)5. Phone and branch (addr)

Leverage a technology and data platform across all customer and prospect

touchpoints, with sophisticated analytics and segmentation that enables…

…customer acquisition, experience and retention, with clear and personalized one-

to-one messaging through addressable marketing and media execution


Deploy rules based decisioning for 1 or 2

audiences

Leverage Audience Targeting options across advertising

platforms

Focus on sales utilizing existing assets with consistent

offer / message

Roadmap to success

Connectivity

Audience

Content

Develop integration across 1 or 2 high impact experiences

Leverage existing first-party data and targeting structures

Focus on sales testing existing assets against varying

audiences

Deploy global decisioning and personalization across

addressable touch points

Integrate behavioral and third-party data to create

micro-segments

Develop audience-based content focused on sales and

relationship objectives

Walk RunCrawl

Citizens Bank Current State


Next steps and top priorities

Integrating platform and digital

Segmentation, personalization and

decisioning

Developing audience-based content

Bridging offline to online audiences

Addressability: In-Market Success · as of March 31, 2016. #MerkleDigital17 @MerkleCRM 6...

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