Case Study: Citi Doubles Credit Card Applications with Conductor

Citi doubles credit card applications with Conductor

Citibank, the consumer division of Citigroup, faced challenges in expanding its organic search presence. The marketing team struggled with information silos across its large, global operation and had difficulty consolidating essential data and metrics. They also had tactical problems identifying the right keywords, topics, and customer personas to target for their products. To address this, they partnered with Conductor and utilized its platform and integration with Adobe Analytics.

By integrating their web analytics with Conductor, Citibank gained a complete, centralized view of its digital marketing presence. Conductor provided key content creation guidance, enabling the team to target specific keywords and personas, which streamlined the launch of their Citi Credit Knowledge Center. As a result, customers acquired through organic search were 15% more likely to convert, and credit card applications doubled year-over-year. Conductor helped make organic search a significant source for acquisition and revenue, delivering the greatest ROI of all marketing channels.

Citi