BUILDING A TECHNOLOGY ENABLED MARKETING FUNCTION

Digital Investments

Financial ServicesStrategy & TransformationCustomer, Brand & ExperienceTechnology Architecture & Modernization

The Situation

A leading Financial Institution in Canada wanted to transform itself from a largely traditional and linear advertiser to a full-funnel, digitized performance-based marketer.

Outcome

“Facing a digital-first customer base, the organization needed to evolve beyond traditional advertising. The engagement aligned stakeholders around clear outcomes and delivered an enterprise-grade MarTech platform that enabled real-time activation, measurement, and performance management across the full funnel.”

Approach

Why

To compete for a digital first customer base and as a result grow at 2x current rate.

How

Align on specific objectives for customer, strategic and financial.

What

- Delivered a full stack MarTech solution integrated into organisational IT architecture operational across all customer touchpoints providing real time deployment and performance reporting

3 Things That Worked

Led with Marketing & Customer objectives and desired outcome. "When this is operational, what will it do and what is the expected ROI?"
Multi-functional project team from Day One including system integrators, media partners, agencies and internal stakeholders.
Clear and aligned benefits from all functions. Governance model for resolution when required.

3 Things We'd Do Differently

The presumptive tie-break vote should have been with the business not IT.
Broader change communication throughout company and not restrict to key stakeholders.

Engagement Lead

Rob Shields