U.S. Bank Connects its Customer Data Across the Ecosystem to Boost Engagement and Maximize Marketing

The Challenge

U.S. Bank is a recognized leader in digital innovation, delivering award winning data-driven marketing campaigns in a changing and expanding ecosystem. As consumer touchpoints multiply across the wide range of platforms and services where they’re spending time, U.S. Bank wanted to improve its ability to deliver personalized experiences to its customers across all of these touchpoints.  For U.S. Bank to expand its first-party data strategy, it needed to turbocharge its data-driven marketing while helping to maintain robust privacy and security for all of its customers.

U.S. Bank wanted to make its customer first-party data actionable across its organization, including across customer and paid media teams. In particular, U.S. Bank wanted to use its first-party data to personalize marketing everywhere its customers were spending time, including Facebook, Google, LinkedIn, and Pinterest, as well as through platforms like The Trade Desk. Rather than piecemeal integrations with each destination, U.S. Bank wanted to seamlessly activate from its Customer Data Platform (CDP). Above all, U.S. Bank needed a flexible solution that could continue to help enhance security and privacy protections for its customers.

The Solution

As a partner of both LiveRamp and Adobe Real-Time CDP, U.S. Bank deepened its relationship with both companies to enhance its paid activation & identity strategy and seamlessly activate across the ecosystem.

U.S. Bank’s existing deployment with Adobe Real-Time CDP was a key factor in their decision, and it tapped LiveRamp’s integration with Adobe Real-Time CDP to simplify activation across all paid media platforms. This process, similar to how marketers typically activate from Adobe Real-Time CDP across the ecosystem on RampID, helps personalize each customer touchpoint for maximum engagement.

Leveraging LiveRamp and Adobe Real-Time CDP, U.S. Bank was able to enhance its customer first-party audience delivery, improving its ability to target these audiences across the paid media ecosystem. The ability to utilize LiveRamp across all bidding platforms also allowed U.S. Bank to help more easily satisfy privacy and risk controls by eliminating the need to govern partner-by-partner integrations.

The Results

LiveRamp and Adobe enable U.S. Bank to streamline delivery of paid media audiences and seamlessly activate its strong first-party data across all paid media destinations. As a result, U.S. Bank was able to reach 2x – 3x more consumers than through its previous point-by-point identity and activation solutions.

Moving forward, U.S. Bank will continue to leverage Adobe Real-Time CDP and LiveRamp for identity and activation, driving better personalization and more performant marketing and customer experience. Additionally, as consumers and regulators demand more privacy-conscious solutions, U.S. Bank will benefit from the consistency and security controls enabled with this privacy-enhancing solution.

U.S. Bank continues to add to its deep history of digital innovation and leadership with this LiveRamp and Adobe integration. As consumers look for brands that can offer personalized experiences and value, U.S. Bank’s data strategy and connectivity across the ecosystem enable it to build each customer relationship with people-based marketing.