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BEST USE OF PERSONALIZATION

Fulton Bank leverages data to drive personalized experience

Fulton Bank leverages data and analytics to create tailored one-to-one user experience for existing and prospective customers

Industry

Financial Services

Region

North America

See the project

Sitecore Experience Awards 2018

Fulton Bank leverages data to drive personalized experience

Fulton Financial Corporation sought to redesign the Fulton Bank website to attract and convert new customers as well as increase existing customer engagement and wallet share.

The banking institution engaged SilverTech for a full, end-to-end redesign and rebuild of the Fulton Bank website. SilverTech implemented the Sitecore Experience Platform along with Sitecore Experience Database to create a tailored one-to-one banking experience for Fulton customers.

In addition to the web build, the project team created a data architecture that supports 1:1 personalization for both consumer and commercial customers. A connection between an internal data mart and customer profiles in the xDB allows for the upload of customer persona, promotions, and next-best product information in order to provide individualized offers on the website for known customers. Even unknown users are offered a more personal experience.

Finally, the project team built a data warehouse that combined Fulton’s own customer data, information gleaned from third parties, and Sitecore analytics to ensure key metrics can be used to further refine marketing efforts and enhance predictive modeling and optimization.

Challenge

  • Attract and convert new customers plus increase existing customer engagement and wallet share
  • Evolve from one-size-fits-all approach to 1:1 personalization
  • Make individualized product, promotion, and cross-sell offers
  • Make use of disparate data sets

Solution

  • Provide personalized customer experience
  • Leverage bank’s rich customer data to serve relevant product, promotion, and cross-sell offers
  • Collect visitor information to support the development and optimization of predictive models for both online and offline.

Result

  • New website offers a personalized and fully accessible experience
  • Bank has better visibility into and can track campaigns and conversions along various touchpoints
  • Customers and prospects are offered personalized recommendations to simplify financial decisions
  • 53% of unknown visitors can be identified into a persona subsegment and receive personalized content.

Products used

  • Sitecore Experience Platform (XP)
  • Sitecore Experience Database (xDB)
  • Sitecore Print Experience Manager

Implementation Solution Partner

SilverTech is an award-winning digital marketing agency serving e-commerce, travel and tourism, utilities, industrial, and healthcare organizations.

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