Citibank Australia

CASE STUDY

Unifying data to understand the customer and the true value of display

Goals• Find an easier way to see the end-to-end customer

journey and make real-time decisions on advertising spend across multiple channels

• Reduce time spent on administration tasks

• Put a true value on display advertising and other hard to measure channels

Approach• Consolidated the media mix across multiple channels

using DoubleClick Digital Marketing

• Used attribution to see the whole customer journey end-to-end

Results

Case Study

• Citibank discovered that display advertising was involved in almost 50% of all online loan applications

• Reduced cost per application by 25%

• Allowed Citibank to spend 30% less time on administrative tasks

Unifying data to understand the customer and the true value of display

Unifying data to understand the customer and the true value of display

When it comes to making decisions about financial services,

customer behaviour has changed. Citibank's customers are

really busy and digital channels are a big part of that decision

process. For Citibank, viewing this end-to-end process was

difficult and fragmented, with lots of data in silos and no single

consolidated view. Unifying this data would allow Citibank to

create unique product offerings tailored to a particular part of

their customer's life-cycle.

Breaking down the silos

With their digital agency Columbus leveraging DoubleClick

Digital Marketing, Citibank was able to break down the silos of

data and consolidate it into a central unified view. This gave

Citibank the ability to make decisions in real-time, based on

multiple channels and keywords. To achieve this, Citibank used

DoubleClick Search, DoubleClick Campaign Manager and

DoubleClick Bid Manager. This approach allowed Citibank to

free up time and money, to focus more on marketing strategies.

Citibank AustraliaCase Study

Google Confidential & Proprietary

and the execution of those strategies. Citibank used

attribution to get a better view of the path to conversion

than can be achieved by simply using "last click" analysis.

Attribution gives you visibility of different interactions,

different channels and different keywords, all of which play

an important part in the path to conversion.

Putting a true value on display advertising

Using DoubleClick's path to conversion report, Citibank and

their digital agency Columbus were able to see that display

advertising was involved in almost 50% of all online loan

applications. In the past, Citibank faced a big challenge in

putting a true value on display advertising and showing

how it affected conversions. Through DoubleClick, Citibank

has been able to reduce cost per application by 25% and

invest that back into digital channels. Citibank also found

that using DoubleClick Digital Marketing allowed it’s

marketing team to spend 30% less time on administrative

tasks, freeing up more time to invest in strategy.

After seeing results from DoubleClick Digital Marketing,

Citibank felt that this could go beyond digital. By bringing in other channels, it could get a better-informed view of the customer. Citibank felt that in the next three to five

years, data will be so critical in the way it acquires new

customers and will help to better service existing customers.

A data informed future

Citibank AustraliaCase Study

Google Confidential & Proprietary

DoubleClick Digital Marketing (DDM) is an integrated ad-technology platform that

enables agencies and advertisers to more effectively create, manage and grow high-impact digital marketing campaigns. DDM integrates world-class solutions to

help buyers run holistic campaigns across multiple channels. Learn More.

About DoubleClick Digital Marketing

Citibank is a leading financial services organisation, offering its customers a broad

range of financial services including deposit accounts, foreign currency deposits and

investments as well as credit cards, mortgages, loans, insurance and charge cards.

About Citibank Australia

Citibank AustraliaCase Study

Google Confidential & Proprietary

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Founded in 2006, Columbus has grown to become Australia’s largest performance

marketing business. Australian made and part of the Dentsu Aegis Network,

Columbus has a rich heritage across all industry verticals galvanising data and

insights since inception through partnerships with some of Australia most

prestigious brands.

About Columbus