Case Study: ABN AMRO achieves a 360° customer view and up to 280% click-through uplift with Tealium

Building a personal bank in a digital age with a 360-degree customer view

ABN AMRO, one of the Netherlands’ largest banks, set out to become “a personal bank in the digital age” but faced the challenge of delivering the same personalised, high-quality experiences online as customers moved away from branch interactions. The bank needed more relevant, timely content across its digital channels while respecting privacy and preparing for the loss of third-party cookies.

ABN AMRO deployed Tealium’s tag management and migrated to the Tealium AudienceStream CDP to build a 360-degree view of customers using first‑party data and consented signals. By personalising banners and communications, running A/B tests, and targeting based on browsing behaviour, the bank lifted click-through rates by up to 280% on owned channels for e-commerce propositions—achieving strong engagement gains without complex data science models.

ABN AMRO

Yassine Mountassir

Product Owner