Competition in banking is fierce. It cuts across all media and sales channels. The savings banks are in a leading position. But they must constantly maintain their lead. Image and sales marketing are critical to success. Competition goes on in a wide range of channels. In order to achieve good efficiency in a price-sensitive environment, it is essential to have a clear, up-to-date view of what results are being achieved through different measures. It is necessary to integrate values from various internal and external channels – it is particularly important and challenging to merge the data from marketing (budgets, contacts, clicks, etc.) with that from sales (confirmed deals, credit volume, etc.) across different systems.
Stadtsparkase Düsseldorf uses Neutrum EVO Optimizer for this purpose. The cloud-based solution connects to all the relevant advertising channels, booking routes and CRM systems. It automatically draws the data that is necessary for a reliable evaluation of advertising performance and success – without having to resort to personal data. All data is merged and mapped in a uniform framework with AI – for example, data is broken down to time and location stamps, product characteristics and campaigns. Artificial Intelligence recognizes patterns in (anonymized) customer and user behavior. It can thus clearly assign well over 90% of all closed contracts to the feed channels, even between systems that cannot pass session data or user/event IDs to each other. Stadtsparkasse Düsseldorf can thus gain transparency across its entire marketing mix with regard to the results, their efficiency and quality along the entire funnel: from the first visual contact to the customer value achieved. These results are not only visualized in EVO Optimizer, but they are also classified: AI determines typical seasonal patterns and incorporates current demand in the local market based on 3rd party data. The system shows the actual value derived from each and every result.
Stadtsparkasse Düsseldorf gains the transparency it needs to determine the value contribution of its marketing differentiated by product, channel and campaign – right down to the customer value. Dynamic benchmarking ensures a fair and neutral evaluation of results. This enables the savings bank to manage its marketing mix much more clearly and in a more differentiated way than before. It can budget appropriately, identify possible undesirable developments, and decide on the right recipes for success, at a very early stage.
German 
