Case Study: Leading North American Bank achieves best-in-class centralized, customer-centric marketing with Experian

Leading North American Bank - Customer Case Study

A top-five U.S. bank consolidated product-level marketing into a centralized, integrated marketing organization to drive operational efficiency and more customer-centric multichannel campaigns. Product-level silos had created duplicated processes and inconsistent practices, and gaps in operations, data infrastructure, and analytics were limiting the bank’s ability to execute its vision. The bank engaged Experian for an independent end-to-end assessment and a prioritized roadmap of quick wins and longer-term initiatives.

Experian conducted interviews, questionnaires and on-site reviews across five areas—customer insight and segmentation; marketing operations; modeling and analytics; measurement and feedback; and data, systems and tools—identified gaps and prioritized actions by business value and implementation complexity. The resulting sequential action plan emphasized foundational process fixes, data infrastructure improvements and three high-priority focus areas (marketing operations process improvements, data-driven decisioning, and strategic/production modeling), enabling rapid test-and-learn, cross-product optimization, immediate efficiencies and a clear path toward a best-in-class, customer-centric marketing organization.