Download Garanti Bank

Adobe® Marketing Cloud Success Story
Garanti Bank
Forward-thinking banking
Garanti Bank
Turkey
www.garanti.com.tr
Results
• Increased mobile conversion by
approximately 7% and social
conversion by 50%
• Helped grow social audiences by 5%
• Reduced ad spend by one-third,
while boosting ad conversion
threefold
• Achieved 10% better customer
conversion overall
• Enhanced customer engagement
through personalized, targeted
marketing
• Tailored product information to
segmented audiences based on
user behavior
• Gained visibility into mobile and
email platforms for remarketing
opportunities
• Helped optimize advertising and
product development resources
Turkey’s biggest bank by market value uses Adobe Marketing
Cloud to optimize customer engagement and drive marketing
strategies that increase conversion
Garanti Bank, Turkey’s biggest bank by market value, provides integrated services
for more than 11 million corporate, private, commercial, retail, and investment
customers. With assets over US$95 billion, Garanti subsidiaries offer payment
systems as well as pensions, leasing, brokerage, and asset management services.
The bank employs more than 17,000 people and has an extensive distribution
network, reaching 950 branch locations and 3,500 ATMs throughout Turkey.
To maintain its market-leading position, Garanti relies on a customer-centric approach to business
with a blend of innovative mobile, social, and online banking products and services, as well as an
award-winning call center. Garanti enhances its operational efficiency and profitability by investing in
new channels—leveraging Adobe Marketing Cloud to optimize content that maximizes customer
engagement, helps create cross-selling opportunities, and informs business strategies with rich data.
Garanti’s Alternative Delivery Channels department is responsible for supporting initiatives stemming
from the bank’s product development and marketing departments, including its public-facing website
that consists of 2,500 pages, multiple mobile banking products, email and remarketing outreach
programs, and online advertising. Prior to using Adobe Marketing Cloud, the team used other solutions
for analysis, but found them limited in providing sufficient, actionable insight into the bank’s more than
450,000 unique daily online visitors and over 500,000 daily transactions. These tools were limited in
their ability to effectively measure social media, mobile, and digital media planning.
The bank needed a robust, integrated digital marketing platform—not a siloed point product. Garanti
Bank wanted a complete solution that would reveal the entire customer experience from start to finish,
enabling it to maximize the potential of every customer relationship.
The team also needed to lower cost per conversion, measure ROI on hundreds of Google AdWord
campaigns, and optimize dynamic content—seeking confirmation that advertising resources were
allocated optimally across channels. In addition, marketers wanted the capability to measure behavior
as people browsed and searched the bank’s massive website and then use that information to develop
strategies to enhance the success of its products.
“Adobe Marketing Cloud provides us with unparalleled insights into the entire customer experience,
from initial engagement with the bank’s brand generated from any channel,” says Evrim Ersoy,
interactive communications and design manager at Garanti. “It enables us to maximize the profitability
of every lead and every relationship.” Ersoy notes that the organization also selected Adobe products
for their distinction as the trusted industry standard and for their proven track record in transforming
organizations into data-driven enterprises.
Optimizing blended banking tactics
Additional goals of the bank are to encourage visitors to create logins and to issue as many PINS as
possible, as well as adopt strategies that help cross-sell products—including insurance, mortgage,
SMS-based money transfers, and credit card services—to customers interacting with the bank’s brand
on the public site, from mobile devices, and from social media points. Using Adobe SiteCatalyst®, the
bank can quickly identify the most profitable website paths and segment traffic according to the highest
value visitor, creating a marketing model based on objectivity designed to increase traffic and conversion.
Garanti Bank uses Adobe Marketing Cloud to generate unparalleled insights into user traffic across online, social,
and mobile channels—boosting conversion and customer engagement.
Challenge
• Gain global view of end-to-end
customer experience to drive
business strategies that optimize
customer relationships
• Transition organization to a
data-driven enterprise to support
marketing and product
development
• Maximize conversion
Solution
• Leverage Adobe Marketing Cloud
to implement sophisticated web
analytics and testing to uncover
business opportunities across
digital channels
• Use business insights from Adobe
Marketing Cloud to create more
personalized, targeted experiences
for diverse audiences
Systems at a glance
Adobe Marketing Cloud, including
Adobe Analytics solutions.
Components used include:
• Adobe SiteCatalyst
• Adobe Discover®
• Adobe DataWarehouse™
The most important line of business at Garanti Bank is loans, which customers can obtain by
completing a loan application online, receiving immediate approval notification, and visiting a
branch to get the funds—all in the same day.
Using Adobe Marketing Cloud, the digital marketing team performs complex queries from click-stream
data and compares it to the bank’s internal customer data to determine if online applications made it to
offline fulfillment. For banking managers, it is important that they can answer such questions as “Did
the customer complete the application?” or “Were loan funds distributed at a branch office?”.
By referring to encrypted customer identification numbers, Adobe products generate lists of people
who did not complete the process at any stage. Whether they dropped off prior to submitting an
application, or did not follow through with actual funding at a branch site, those customers can be
identified as ideal candidates for remarketing opportunities.
Garanti Bank uses data to maximize remarketing opportunities, having implemented an innovative
blend of personalized, targeted mobile, social, and email campaigns. As a result, the bank has increased
mobile conversion by approximately 7%, social conversion by 50%, and helped grow social audiences
by 5%. By measuring mobile and social visitor engagement through anonymous profiles, the digital
marketing team can also see exactly where on mobile and social sites users clicked, what mobile
platform they used, how long they were engaged on each page, and exactly where they dropped off.
For example, if an iPhone user was browsing loan packages, the bank can automatically offer iOS
mobile apps with content tailored for loans to enhance the interaction. The team can also engage
customers via Facebook with contests for mobile and social users, as well as initiate outbound phone
calls from personal bankers in an effort to recapture customer interest. Data collected using Adobe
Marketing Cloud informs product development by platform.
Transforming to a data-driven culture
The use of Adobe Marketing Cloud has transformed Garanti Bank into a sophisticated, data-driven
culture at every level of operation. The organization can now best allocate marketing, advertising, and
product development resources, while increasing its customer base and maximizing sales opportunities
derived from enhanced customer relationships.
For more information
www.adobe.com/solutions/
digital-marketing.html
Since adopting Adobe Marketing Cloud, the bank has reduced its ad spend by approximately one-third,
increased its ad conversion threefold, consolidated campaigns, improved management of its Google ad
accounts, and simplified the complex media planning process across channels. Overall, the company
has achieved 10% better customer conversion.
Using Adobe Discover to gain deep insight into visitor trends, decision-making is now a shared process
among management and the digital marketing team. Individual departments are empowered to use
data to make accurate, timely, and insightful decisions with mobile and web cross-visit analysis, as well
as segment-based analytics. “Now, managers can get the deeper, more granular insights necessary to
make more meaningful business decisions with greater opportunity for positive outcomes,” says Ersoy.
Adobe Systems Incorporated
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San Jose, CA 95110-2704
USA
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© 2013 Adobe Systems Incorporated. All rights reserved. Printed in the USA.
Adobe, the Adobe logo, Adobe DataWarehouse, Adobe Discover, and SiteCatalyst are either registered trademarks or trademarks of Adobe Systems
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