Case Study: Banca Mediolanum achieves multichannel, data‑driven marketing and millions in cost savings with Google Cloud Platform (BigQuery)

Banca Mediolanum multichannel marketing with Google BigQuery

Banca Mediolanum, a leading Italian bank with over 1.2 million customers, faced a growing challenge: vast, varied customer and campaign data from social media, CRM, analytics and advertising platforms that was slow to query and difficult to use for personalised marketing. That complexity threatened the bank’s ability to maintain rapid, data‑driven customer acquisition (over 10,000 new customers a month) and efficient multichannel campaigns.

Working with BitBang, Banca Mediolanum migrated its data to Google BigQuery on Google Cloud Platform, integrating Google Analytics 360, DoubleClick and AdWords to create a single, fast analytics hub. The move cut infrastructure overhead, enabled complex analyses and machine‑learning models (TensorFlow) for targeted campaigns, and delivered marketing cost savings “stretching into the millions of euros,” while accelerating proof‑of‑concepts and improving campaign personalisation.

Banca Mediolanum

Michele Berra

Digital Marketing Manager