How the insights team within NAB is working to unlock customer data

The banking giant’s customer insights and analytics manager, Matthew Peters, reveals how marketers get the most out of their data analytics

NAB’s customer insights and analytics (CIA) team is on a mission to unlock value in customer data
NAB’s customer insights and analytics (CIA) team is on a mission to unlock value in customer data

NAB’s customer insights and analytics (CIA) team is on a mission to unlock value in customer data in order to provide more personalised and engaging experiences.

Speaking at the Adobe Symposium 2017 in Sydney, the bank’s CIA manager, Matthew Peters said the key is not only being able to gather your data, but also to have it integrated effectively internally within your systems like Adobe Cloud.

 “Within banking, it’s difficult: You have tighter privacy and security issues, and the pressure to remain safe,” he told attendees. “You need to find a way to bring all your technologies together safely.”

Peters cited three key factors in leveraging data effectively: Ensuring you have really rich data to begin with, collecting behavioural data and putting it into your CRM, and importantly, enabling your people.

“Then you have that holy trinity of data,” he said. “Your teams need to know what that data means, understand how to use it and use the strongest tools consistently. That way, your competitive advantage is truly understanding the value of your data and what you can do with it.”

At NAB, Peters said the team uses Adobe Audience Manager to help uncover which products customers are applying for and look at specific segmented profile information.

 “This way, we can more effectively target them on our website and on social media advertising,” he said.

When it comes to customer attributes in Adobe Analytics, Peters claimed it is one of the most underutilised features of the platform.

“It’s incredibly powerful, because what it allows you to do is to bring in all customer profile information into the Adobe Analytics environment, so when you’re looking into your insights and what your customers are doing, you can really break it down and see your customer though a closer lens,” he explained.

Something NAB did recently was looking at customers who took out mortgages, and started to delve into what was happening before their choice.

“We looked at the search words, the calculators, all the little things they were doing before making their decision,” he said. “The great thing about doing it with your own customer data is that you can see all of the channels – online and offline in the branch.

“Because it is in Adobe Analytics, it’s available to 500 users, which gives them insight into the customer journey. Then we can proactively create a more personalised experience when contacting each customer with the right offer or information.”

NAB’s holy trinity of data analytics:

  • Bring good data in – and use it
  • Take the good data out – and use it
  • Teach your people to truly understand the data – and build the community and support network.

 Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAu..., or check us out on Google+:google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in