We add value through
Data & Martech, Intelligence and Activation

Approach

• Client Experience end to end: thanks to a DMP and the Analytics and Marketing Automation tools, Banco Santander is able to deliver the right message to its customers at the right time and through the right channel.

• Single Source of Truth: we unify the large number of different existing sources of information in a single User Graph.

• Innovation Programs to improve capacities: deployment of plans and collaborations to make new second-party and cutting-edge agreements.

• Media Attribution and Contribution Modeling: we work closely with the Marketing and Business department to enhance and promote the measurement of digital campaigns.

Approach:

The project goes through the following milestones:

• Data Strategy and Activation of Uses Cases focused on solutions Data & Tech: thanks to the implementation of a Data culture within the company, integrating and activating new tools in its technological stack such as the DMP.

• Modeling and building new intelligence through the use of current data: activation of the buyer propensity model, in end-to-end solutions, from data collection to activation.

• Marketing Communications: creating personalized communications and boosting results with Marketing Automation tools.

• Stack Connection: integration of tools and sources to break down data silos and create a single view of the customer.

Approach

To do this, we align technology, people and strategy with a long-term partnership working on multidisciplinary projects such as:

• Data&Tech Implementation: strategic definition and full implementation of the Marketing technology stack.

• Digital Analytics, CRO & Atribution: analytical processes applied to increase the conversion rate and optimization of the media mix.

• Marketing Data Lake: implementation and engineering of infrastructure in the cloud to unify and give agile access to data related to Marketing.

• Data Agency and superior orchestration: full support and knowledge transfer to establish internal processes with the aim of activating complete data use cases, supporting all stakeholders (internal and external).

Approach

In short, the project means the use of a portfolio of capabilities such as:

• Speed & Time to market: the publishing group restructures its tech stack to make it more agile and powerful with the aim of enhancing the content and experiences of the reader.

• Application of Data in all main areas: technology and data are now the core of the business. It enables new business product generation teams to use data as fuel and maximize their results.
• Sophistication of the Offer and Creation of Advertising Products: thanks to the enrichment of user profiles and the optimization of qualified audience clusters.
• Technical and Strategic Office: for monitoring all initiatives and guarantees the transfer of knowledge to the different areas involved.

As a result of good work and its pioneering nature, this project has received the highest distinction (Gold) in the GMP Awards 2021 powered by Google.