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Financial Services
Market Insights, Drivers & Best Practices
Financial Services - Best Practices Guide
Purpose
This guide provides key insights for digital marketing practitioners and executives
working in the Financial Services industry. Those communicating with and marketing to
prospects and customers through multiple channels that include online digital, mobile,
social, and even physical locations will strongly benefit from this guide’s insights and
recommendations.
This guide provides
key insights for
digital marketing
practitioners and
executives working in
the Financial
Services industry.
Executive Summary
The financial services industry is currently experiencing four major trends that are
driving how companies market their services to prospects and customers. These trends
include:
•
•
•
•
Cross-channel engagement
Mobile usage growth
Customer segmentation
Product bundling
This guide discusses the benefits of using Ensighten solutions to address industry drivers
and key customer use cases. These companies have increased their marketing agility and
ability to personalize services and offerings while gaining over 500% ROI, and reducing
tag deployments of analytics across the properties.
The Challenge of Customer Engagement
Financial services companies used to have a simple but effective relationship with their
customers and community. It was a valuable one-to-one engagement, whether through a
bank teller, loan officer, insurance agent or mortgage broker. Now, of course, interaction
has changed dramatically, to a point that there is often no physical location a customer
can walk into and get to know their banking institution.
With so many banking options available, the burden to meaningfully connect one-to-one
with prospects and customers falls to the financial services industry. To improve
engagement and services, marketers are banking on four key drivers to fuel growth,
revenue and customer loyalty: cross-channel engagement, mobile usage growth,
customer segmentation and product bundling.
Ensighten is the
global leader in
omni-channel data
and tag management
partnering with
Financial Services
companies to
increase revenue and
conversion rates by
transforming the way
they collect, own and
act on their customer
data across every
marketing channel
and device.
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Financial Services - Best Practices Guide
Key Financial Industry Drivers
Customers are
expanding beyond
the main website to
interact with banks.
They are leveraging
mobile and offsite
tools to engage with
the brand in addition
to researching
products and
services.
Cross-Channel Engagement:
While customers have been using ATMs for some time, and use of online banking is
growing, other methods of interaction are also becoming common. In addition to browsing
websites to research additional products and services, customers are accessing mobile
apps, social media, kiosks and direct mail offers. All of these touch points make up an
omni-channel marketing opportunity for financial services companies to provide
coordinated offers and experiences. The challenge is how to optimize a marketing budget
to accommodate a multi-channel approach.
• Forrester predicts that 72% of adults will use online banking by 2017
Mobile Usage Growth:
Mobile adoption has grown exponentially in recent years and is a key channel of
interaction for many customers. As a result, banks are investing heavily in mobile
initiatives, which they will use to develop programs for engagement, retention and loyalty.
• Forrester predicts that 43% will use their phone for banking services by 2017
Customer Segmentation:
Banks are as diverse as their customers, and no one product or service fits all. With a
large array of portfolio offerings, it is important to identify segments and behaviors of
customers to deliver a perfect match of products, services, messaging and experiences
for each segment. If they do not, then banks run the risk of failing at customer satisfaction
or, worse, losing the customer.
Product Bundling:
Customers are more likely to add new financial products with their current bank or
financial institution. In fact, existing customers average three bank products per financial
institution. With more touch points and marketing channels, banks are given more
opportunities to offer add-on products and services.
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Financial Services - Best Practices Guide
The Marketing Power of Ensighten
In addressing the four industry drivers, the challenge for financial services marketers is
how to plan and implement for them without breaking the budget or losing customers and
prospects with a poorly managed solution.
Ensighten's omni-channel data and tag management solution has helped global financial
services companies to increase revenue and conversion rates by a large margin.
Ensighten solutions have enabled digital marketers to boost revenue and market share
while delivering over 500% ROI. Ensighten Agile Marketing Platform™ (AMP) brings the power and simplicity of data and
tag management to digital marketers by:
• Transforming the way they collect, own and activate business and customer data by
putting easy-to-use tools in marketer's hands
• Reducing time to value by accelerating the execution of their analytics, personalization
and other marketing initiatives
• Enhancing visitor engagement by delivering the right experience to the right customer
with omni-channel personalization
• Increasing user satisfaction with fast-loading and responsive pages
Ensighten Manage™ solves the key pain points of leading financial services companies by
unifying all tagging efforts, including analytics and optimization deployments across every
touch point and device, from browsers and mobile apps to kiosks and ATMs.
With Ensighten Data Layer™ (EDL), companies improve marketing technology
deployments and deliver omni-channel and first-party (owned) data to the marketing
eco-system. Speeding the pace and power of digital marketing technologies, Ensighten
delivers personalized experiences to customers five ways:
With Ensighten Data
Layer (EDL),
companies can also
improve program
technology
deployments and
deliver first-party,
omni-channel data to
the marketing
eco-system. By
amplifying the pace
and power of digital
marketing
technologies,
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Financial Services - Best Practices Guide
1. Agile Marketing:
• Accelerates marketing program development with simplified deployment of tags to the
site with Ensighten Manage.
• Leverages a robust tag management system, accesses omni-channel data in
real-time, and delivers key insights into partner applications for targeting,
optimization, retargeting and more
2. Analytics integration
• Integrates analytics, data from third party providers, and third party action systems
through the data layer with Ensighten Manage to efficiently leverage customer data on
a unified platform. • Links customer data with optimization products from vendors including Maxymizer,
Monetate, Adobe Target and others.
• Deploys calculated attributes through Ensighten Manage to associate key customer
behaviors and delivers key insights into the data layer for immediate action.
3. Mobile customer experience • Leverages Ensighten Manage and the tag management system platform to speed native mobile and mobile app tracking and optimization.
4. Onsite targeting based on offsite ads
• Ensighten Pulse™ delivers a complete view of the customer journey including onsite,
cross-domain, and off-site ad views and clicks as first party data, enabling contextual
content personalization once the customer arrives onsite.
• Deploy Ensighten Pulse with off-site display ads to track ad views and clicks,
improving targeting and conversion.
5. Real-time, contextual-based targeted content
• Ensighten Pulse™ delivers a complete view of the customer journey including onsite,
cross-domain, and off-site ad views and clicks as first party data, enabling contextual
content personalization once the customer arrives onsite.
• Deploy Ensighten Pulse with off-site display ads to track ad views and clicks,
improving targeting and conversion.
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Financial Services - Best Practices Guide
Financial Services Customer Success with Ensighten
Customer Case Study 1
Customer: Leading U.S. Commercial Bank
Challenge:
The customer needed to integrate all their technologies, including mobile apps, to
collect relevant customer data across their digital properties to drive smart, real-time,
personalized experiences.
"Ensighten enables
us to do testing and
targeting like never
before."
Solution:
Ensighten Manage, an enterprise level tag management system, delivered a unified
solution for analytics deployment across the various digital properties. This enabled
the bank to deliver optimized experiences based on customer data across those
channels. An immediate result is that Ensighten Manage reduced tag deployments of
analytics across the properties
Benefits:
• Visibility into the customer conversion path
• Rapid insights into the business via custom reporting
• Centralized tagging activities for rapid development
"We choose vendors
based on their ability
to reduce risk and
make the experience
better for our
customers.
Ensighten has
delivered!"
Customer Case Study 2
Company: Leading Investment Fund
Challenge:
Managing technology implementations on numerous digital properties became too
complicated, slowing down integrations and making customer response slow and
difficult.
Solution:
"We use an agile
marketing platform
to align people,
process and
technology."
Ensighten Manage enabled them to have a unified platform to effectively deploy
technologies improving their marketing agility and program performance. They are now
leveraging Ensighten Activate to track the customer journey across all channels to
create targeted and personalized experiences.
Benefit:
• Improved marketing agility
• Improved customer omni-channel insight and targeting
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Financial Services - Best Practices Guide
Conclusion
Ensighten is redefining the face of digital marketing and analytics for financial services
companies with the Ensighten Agile Marketing Platform. Ensighten AMP also enables
enterprise organizations to rapidly execute any marketing initiative, helping them
achieve, once again, important one-to-one relationships with customers by delivering
relevant user experiences. In making these connections, financial services companies
address key industry drivers and trends, such as mobile and cross-channel
engagement.
Banking on Ensighten
Today, Ensighten
AMP processes tag
requests from 30,000
web domains across
150 countries,
representing more
than $30 billion in
eCommerce.
Ensighten’s proprietary data and tag delivery network, combined with its patented
technology, give digital marketers the unmatched ability to deploy any vendor tag on
any platform or device, using unlimited deployment conditions while accelerating page
performance. Marketers use Ensighten AMP to collect, own and use onsite and offline
data to scale campaigns and measurably improve each customer’s experience with the
brand. Today, Ensighten AMP processes tag requests from 30,000 web domains across
150 countries, representing more than $30 billion in eCommerce.
About Ensighten
Ensighten, the global leader in omni-channel data and tag management, is changing the face of digital marketing by transforming the way enterprises collect, own and act
on their customer data across every marketing channel and device. Using the company’s Agile Marketing Platform (AMP), enterprises can now achieve true 1:1 marketing
while accelerating the execution of their marketing initiatives and delivering superior user experiences. Powered by its unique hybrid-tag technology, the Ensighten platform
processes tag requests across 150+ countries, for companies transacting over $1.9 trillion in revenue. The world’s leading brands (Microsoft, Capital One, United Airlines,
T-Mobile and Walmart) are achieving marketing agility through Ensighten’s single line of code implementation
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