Ensighten tell us about the tag management solution they implemented for U.S Bank
Client
Founded in 1862, U.S. Bank is the 2nd oldest bank in the US. U.S. Bank is the 5th largest bank in the US, with over 3,000 banking offices and over 5,000 ATMs. U.S. Bank is consistently recognized as one of the best banks in the country, and a large part of their success can be attributed to the way they put the customer at the centre of everything they do.
Challenge
U.S. Bank first considered the idea of tag management when it was time to upgrade their systems. They wanted to understand how they could integrate all their technologies, including their mobile app, to collect all the right data and use it to drive smart, real-time, personalised experiences for their customers.
At first, the idea of tag management was difficult to sell internally because it required a fundamental change to internal processes. Compliance voiced some concerns early on as U.S. Bank began to understand how tag management could benefit their business. The Digital Intelligence, Targeting and Optimisation team looked for ways tag management could make a strong ROI impact early on in order to sell the concept across the organisation—and win them over.
Solution
The win across internal teams was quick when the topic came to analytics. U.S. Bank needed to implement analytics across their digital properties in order to get insight into their customers, so they could later use this data for segmentation, targeting, and personalisation and boost their KPIs.
For deploying the analytics tags, U.S. Bank’s team estimated that implementation would take 2,000 hours. Ensighten estimated it would take 20 hours using Ensighten Manage. U.S. Bank leveraged Ensighten to deploy analytics tags and after that success, turned to Ensighten to bolster optimisation and targeting initiatives.
Results
As promised, Ensighten’s implementation of analytics tags was reduced by 95 per cent – a huge cost and time savings for U.S. Bank. This early success helped prove the value to key stakeholders, and the conversation quickly moved to other areas where Ensighten could provide value.
In addition to the early analytics win, U.S.tt Bank discovered that they gained:
• Visibility into the customer path
• Rapid insights into the business via custom reporting
• Centralized tagging activities with an improved process
• Reduced risk to their digital properties
• Improved speed to market and performance
Additional success: leveraging analytics data for targeting
U.S. Bank’s goal is to target everyone correctly, but targeting engines alone do not have access to the rich pools of data found in analytics. For example, there are customers who only visit the website on the 15th and 30th (on payday). U.S. Bank wanted to leverage insights about these visitors to provide a richly targeted experience, but this data lived outside their targeting platform.
Using Ensighten’s data layer within Ensighten Manage, U.S. Bank was able to leverage visitor analytics data for targeting, which enhanced site targeting by 25 per cent.
What the client said
Deepak Nair, Head of Digital Intelligence, Targeting and Optimisation at U.S. Bank said “Because our targeting and analytics tags are with Ensighten, we have a lot of control over what we can do with our tags. Ensighten enables US Bank to do testing and targeting like never before. We choose vendors based on their ability to reduce risk and make the experience better for our customers. Ensighten has delivered.”