Learn how U.S. Bank has taken concrete steps to improve user experience and customer engagement on its digital properties. Download Case Study. https://info.ensighten.com/rs/ensighten/images/financial-services-ensighten-case-study.pdf
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Join Deepak Nair on a journey through the bank's transformational use of Ensighten from a tag management tool to an all-encompassing optimization management solution that helps the bank's marketing team become more agile. Deepak will describe his experiences in using Ensighten to power site optimization, improve mobile app performance and increase online revenue.
It's good to be here. I want to take a roll call in terms of how many people are new to Ensighten or are potential new customers have not implemented the solution yet? I'm assuming most of the folks are customers.
What I'll be talking about is the journey that we had in the last year. We're pretty new to Ensighten but we've had an opportunity to implement Ensighten tag management into a certain platform being a financial company again. Things are a little bit slower than we would like. But again, it's all about understanding the solution first, doing the proper testing and then implementing it the right way. So with that said I just want to speak again about U.S. Bank a little bit.
We were founded in 1863, one of the two oldest banks in the country. We have about 64,000 employees, over 360 billion in assets, fifth largest bank in the U.S. with 3000 banking offices and branches, and ATMs over 5000, and consistently recognized as one of the best banks in the country. We do that because we focus on key areas of services, the way we handle our risk. So we're on the top in terms of most areas, in terms of how banks are rated.
I’ll give you some history about the transition that we're going through these days. We heavily started investing in upgrading our websites, our technologies, our digital intelligence solutions. And this is an example of where we were in the past and where we are now. We have a new app, phone mobile app that's out. Again, the capabilities keep growing. One of the things that we're trying to do with all this is trying to understand how do we integrate different technologies, with all the new development that we're doing. Again, it's something that we are focusing on, understanding how to do targeting, how to do smart real-time targeting. As well as understanding what type of information we're able to collect that really helps the campaigns drive. And be optimized to whatever capabilities we can optimize. So we have quite a few new solutions that we're bringing to the company.
Ensighten is one of those new technologies that we've been evaluating as well as deploying now. So we started Ensighten at the end of the 2012, and then January/February, is when we started promoting the solution within the bank. So again little history about that side, is that when we started presenting Ensighten to the company in the beginning, we've had a lot of different areas in the company that started making noise, which is natural. I mean that we had security asking questions in terms of what the solution is, are they collecting information, what type of sensitive information are we passing. We also had compliance come to us asking us a bunch of questions. And then we had a bunch of other roadblocks. I mean the whole thing was new technology, and nobody understood what it was.
We had a good plan in terms of how to go about implementing the solution on a case-to-case basis and also build up a case study where we can get more EVP support. The heads of the company needed to be aligned with me to understand what the benefit of the solution. So one of the things that we did was to reach out to a particular area of the bank that where we saw there was no tagging involved. In terms of understanding what the customer is doing when they leave the home page. We didn't know what they were doing on this particular platform, this particular area. So what we did was that the traditional way is, you go to that group of IT and you ask them. This is what we're trying to do, we're trying to collect X amount of data that is tied back to our system so that we can report on what customers are doing when they leave, say, the home page.
► Financial Services Best Practices Guide (PDF): https://info.ensighten.com/rs/ensighten/images/ensighten-financial-services-best-practices-guide.pdf
► Real-Time 360° Customer View: https://www.ensighten.com/why-ensighten/data-management/
► Learn How to Compete In An Omni-Channel World: https://www.ensighten.com/blog/
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