Case Study: RBS achieves 20% increase in mobile loan completions and faster digital launches with Adobe Analytics

Focus on modern banking ,outstanding service, and inventive marketing transforms customer experiences at leading multinational bank

RBS (Royal Bank of Scotland) sought to modernize its 300‑year‑old banking operations by eliminating data silos, fostering data‑driven decision making, and delivering consistent, personalized digital and branch experiences. To achieve a 360° view of customers and move from batch campaigns to always‑on, real‑time marketing, RBS partnered with Adobe Analytics as part of the Adobe Marketing Cloud (including Adobe Experience Manager and Adobe Target).

Using Adobe Analytics and the broader Adobe Marketing Cloud, RBS consolidated 40 content management systems into one managed platform, built 110+ real‑time dashboards, and created agile cross‑functional “DJ” teams to speed testing and deployment. The result: website updates are 42% faster, time‑to‑market for new experiences fell from months to two weeks, loan application completion on mobile rose 20%, and loan processing moved from days to minutes — measurable gains driven by Adobe Analytics.

RBS

Giles Richardson

Head of Analytics