Case Studies / Santander

Industry Banking

Use Case Sales & Marketing

Santander

Enabling detailed customer segmentation for a more fulfilling online experience

Background

Santander Bank has a meaningful presence in 10 core markets throughout Europe, North America, and South America, and is ranked as one of the largest banks in the world according to its market share. It has constantly evolved to be truly engaged with society and effectively carries out its vocation of playing an active role in the prosperity of people and businesses every day. 

Santander Bank Polska is one of the largest and most innovative financial institutions in Poland. It offers brokerage services, asset and investment fund management, leasing, factoring, and a full range of bancassurance products. 

The Challenges

The Polish Santander Bank website offers a wide range of products and services, in addition to catering to a diverse variety of customers with unique needs and preferences. Santander Bank required a way of providing its online clients with targeted messaging, product guidance and value, in order to unlock greater customer satisfaction and increased conversions.

The Solution

CADV.AI requires no intervention or integration on the servers' side. It works by placing short JavaScript code on the pages. It can be placed directly, or, for example, through a tool like Google Tag Manager. 

JavaScript, when run on the displayed page, allows businesses and their teams to: 

  • monitor and analyze customer behavior on web pages, 

  • invoke defined actions in response to Customer actions, 

  • interact with other systems of the bank. 

When, during a monitored web session, the client's behavior on the site matches a defined business rule in CADV.AI, an action will be triggered in response to this behavior. In the case of Santander Bank, the following actions were defined and are used: 

  • redirection of the client's browser to any web page defined by the business, 

  • segmentation of customers based on interest in selected products, 

  • presentation of banners with offers tailored to selected customer segments, 

  • presentation of seasonal offers.

By implementing CADV.AI, Santander Bank set up rules that grouped customers according to their interest in selected products or services. CADV.AI utilised customer data from the bank's other systems to further enhance the accuracy and intricacy of Santander’s customer segmentation.

The Results

Santander Bank’s utilisation of CADV.AI allowed the business to effectively communicate with detailed customer segments, easily reaching specific audiences with targeted advertising and messaging. These optimisations increased the successfulness of Santander’s marketing efforts, boosting conversions and heightening customer satisfaction. Furthermore, Santander Bank was able to employ the customer behaviour data collected by CADV.AI to continuously analyse and improve its offerings.