Boosting Campaign Efficiency by 40%: AI-Powered Campaigns for a Financial Powerhouse

Client Overview

Headquartered in New York, USA, our client is a global leader in investment banking and financial services, managing over USD 3.1 trillion in assets through its Assets and Wealth Management division. Serving more than 66 million households and corporate clients, the company operates in over 60 countries and generates annual revenues exceeding USD 150 billion. However, the client faced challenges in personalizing customer interactions and optimizing campaign operations, which necessitated a shift towards a more advanced digital marketing strategy.

Objectives

The client sought to uphold its leadership in the financial sector while maintaining strong business performance. Their key objectives included:

• Enhanced customer engagement and personalization: By better understanding and predicting customer needs, they aimed to create tailored financial products, digital content, and services, fostering long-term trust and loyalty.
• Performance marketing excellence: Maintaining operational efficiency by integrating digital technologies and optimizing key resources like infrastructure, time, and costs, all while improving ROI.
• Reduced operational costs: Leveraging technological advancements to lower operational costs and improve profit margins.

Key Drivers for Change

To advance its digital marketing strategy, the client focused on integrating AI-powered content generation and optimizing content as well as automating campaign operations using advanced tools.

• Modernized marketing experience: The client aimed to revamp the digital experience for its customers by adopting a new platform for marketing websites, leverage AI for scalable content creation, and implement multichannel marketing strategies for effective content reuse.
• Gain insights into marketing effectiveness: The client wanted to gain superior insights and conduct in-depth analysis of marketing strategies through data-driven approaches to enhance decision-making.
• Agility in content and campaign execution: The client sought to achieve greater agility in delivering real-time content and campaigns, leveraging analytics for swift responses to market changes.
• Improved digital asset collaboration: The client wanted to enhance the management of digital assets such as centralizing and standardizing digital assets for improved governance searchability, and ensure consistent brand perception and messaging across all interactions.

How LTM Interactive transformed customer experience for a leading global bank

Adoption of the Adobe Experience Manager & Content Management System

• We integrated AEM to enhance the client’s content operations
• Additionally, we transitioned campaign operations and email marketing to Salesforce Marketing Cloud (SFMC), optimizing and scaling processes to manage an average of over 300 campaigns and landing pages per month
• Implemented AEM to streamline the creation of websites, mobile apps, and forms, simplifying the management of marketing content and assets
• Centralized marketing content management across the client’s ecosystem with AEM as the single source of truth

Optimized campaign and performance marketing operations

• Established a governance framework and best practices for content operations
• Defined and managed content authoring workflows, incorporating automation for recurring campaigns
• Launched a WhatsApp campaign specifically for Hong Kong

Migration of marketing websites and digital assets

• Consolidated all lines of business assets, including marketing websites and content, into a unified AEM asset and site instance
• Deployed an Enterprise Digital Asset Management system to integrate all digital assets into a single platform

Business as Usual (BAU) and new site activation

• Facilitated the client’s transition to the new content management system, supporting a shift towards a self-service federated model
• Defined standard roles and personas to assist asset managers
• Ensured seamless collaboration and handover with 16×5 support, achieving successful transitions across multiple geographies. Implemented process enhancements and accelerators to boost operational efficiency

What have we delivered for the client?

• Executed more than 8,000 campaigns with over 80 million emails sent
• Managed over 500 CXO campaigns
• Completed more than 15,000 support tickets in the last 12 months
• Created over 1,000 landing pages
• Delivered over 22 automations
• Achieved 20% volume growth year-on-year through automation efficiencies

Business Benefits

• Achieved a 40% reduction in asset production time through enhanced reusability across different business lines
• Attained a 30% reduction in asset distribution time by implementing standardization
• Realized a 65% reduction in content operations turnaround time
• Maintained 100% adherence to the rollout schedule for sites
• Achieved over a 95% first-attempt success rate for ticket deliveries
• Reduced campaign operations turnaround time by 40%
• Lowered campaign operation costs by 50% through automation

Conclusion

LTIMindtree’s AI-powered campaign solutions have transformed the client’s campaign and performance marketing strategy. By leveraging advanced digital tools and implementing end-to-end solutions, we have significantly enhanced efficiency effectiveness while reducing costs. This strategic partnership positions the client at the forefront of the financial sector’s digital evolution, nurturing deeper relationships with customers by delivering best-in-class, consistent experiences across multiple touchpoints through personalized activation.

Explore LTIMindtree’s Interactive capabilities