Case Study: Citibank Singapore Ltd. achieves smarter media investments and advanced digital insights with Adobe

Citibank Brasil optimizes investments in online media

Citibank Brasil, the Brazilian arm of the global bank, needed better digital measurement and media performance as it repositioned in the retail market and scaled in an emerging digital economy. Key challenges were adopting a robust analytics platform to support online strategies during organizational transitions and delivering reliable, current data on customer behavior and campaign performance.

By implementing Adobe Marketing Cloud—primarily Adobe Analytics and Adobe Media Optimizer—with support from Lima Consulting, the bank gained real‑time, data‑driven insights and automated media optimization. Results included improved data quality and decision‑making agility, better alignment of digital marketing with corporate strategy, increased product and site visibility, support for rapid growth, and streamlined agency workflows; Citibank Brasil is now expanding to Adobe Target, Campaign and audience management.

Citibank Singapore Ltd.

Kelly Gazel

Executive of Digital Marketing and Channels, Citibank Brasil