Timely, efficient, flexible and consistent. That’s what marketers want most when it comes to marketing analytics. And that’s what Union Bank was after when it came to Beckon for a marketing analytics solution

1. CASE STUDY: UNION BANK
Clear Data, Clear Decisions
If you’re like most marketers, you sit within a centralized marketing
organization that supports a wide variety of products and business
units. You know how supporting multiple internal clients can pull you
in several different directions at once. And you know full well how
important it is to both coordinate your planning and provide timely
reporting on how marketing is moving the needle for each of those
internal clients.
But what if you had to support five lines of business, 38 verticals
and 46 products and sub-products? And what if you had to support
all those business partners and products across email, web, mobile,
social, online display and search? You’d need to be a superhero to
keep track of it all and report it in a timely, insightful way. Well, meet
the superheroes on the Union Bank eMarketing team.
PROBLEM
Union Bank’s eMarketing was executing so fast, reporting couldn’t
keep up. First the team had to find the right data from its many
execution and measurement systems, then make sense of the data,
and finally cut and paste it into monthly PowerPoint presentations
for business consumption. Moreover, getting all this done — knowing
what numbers to pull from which sources, aggregating those numbers,
and then allocating them across products and business units — had
become very challenging, requiring unique institutional knowledge
from specific team members and agency partners. The effort required
“Ever since the inception of the
eMarketing function at Union
Bank, we have sought to have
a central location for our digital
marketing channel performance
data. In Beckon we now have
it. Beckon allows us to capture
important insights that can be
used to improve results.”
JUAN SILVERA, SVP EMARKETING,
UNION BANK
HIGHLIGHTS
• Consistent tagging taxonomy
across all execution tools
• System of record for all digital
performance data
• Continuously updated
dashboards
• Marketer-ready insights into
what’s working best across it
all

2. on the operational side of reporting left little
time for analysis or deeper insight.
Union Bank eMarketing wanted to make its data
management and reporting timely, efficient,
flexible and consistent. They also hoped to
bring to light any hidden connections in their
data that could help them optimize spend and
performance across all their digital channels. In
short, the team wanted to use their marketing
powers not for cutting and pasting, but for the
higher good.
SOLUTION
Beckon and Union Bank’s eMarketing team
began by thinking through how the team
would like to access and report out on
marketing performance. Then we established
a comprehensive taxonomy based on that:
marketing channels, lines of business, verticals,
products, regions, target customer segments,
marketing objectives and more. Next, we set
up matching tags in Beckon, to be appended
automatically to incoming marketing data.
With that in place, we routed the key reports
from all of Union Bank’s core digital systems
straight into Beckon. Beckon pulled, tagged
and categorized the data according to Union
Bank’s own business taxonomy, fully automat-
ing the previously laborious and specialized
work of determining what to pull in, what to
leave out, and how to aggregate and allocate
the numbers. What’s more, Beckon unearthed
previously hidden connections between e-mar-
keting activity and business outcomes and
calculated diagnostic ratios of cross-channel
marketing effectiveness, right out of the box
and continuously updated.
RESULT
Today, the Union Bank eMarketing team counts
on Beckon as the new source for marketing
spend and performance across all channels.
Metrics from email, web, mobile, social, online
display and search flow seamlessly and auto-
matically into Beckon. All data are tagged on
the way in according to media type, business
unit, product, sub-product, vertical and more,
enabling instant, real-time reporting at any
and all of these levels — reports that once took
weeks to assemble. And those questions from
clients and business partners that all marketers
dread, the ones that take hours or even days of
side work to answer, such as:
• How much did we spend last year on these
three channels combined?
• Which promo tile type performs the best?
• When we ran radio in that one market, did we
see more traffic to the site or an increase in
new loan applications?
Now eMarketing can answer questions like
these in seconds.
Best of all, now that the data are clear,
decisions are clear. Where once they were
operations superheroes scavenging through
the data, cutting and pasting together a story
of marketing performance, Union Bank eMar-
keting and their agency partners can now be
marketing superheroes full-time.