Banca Mediolanum: multichannel marketing with Google BigQuery

About Banca Mediolanum

Banca Mediolanum is a leading Italian bank, insurance and asset management company with over 1.2 million customers. Its 2,200 core employees work with 4,300 affiliated financial advisors, who assist with family asset and portfolio management. Banca Mediolanum is listed on the Borsa Italiana and the FTSE MIB index. More about Banca Mediolanum: www.bancamediolanum.it

Industries: Financial Services
Location: Italy

About BitBang

Founded in 2003, BitBang provides expertise in digital analytics and customer experience management. Because it stands independent of major suppliers, it is able to choose the ideal tools to add value to each project it undertakes. More about BitBang: www.bitbang.com

Leading Italian bank Banca Mediolanum uses Google BigQuery as a powerful datahub to create customised campaigns on social media.

Google Cloud Platform Results

  • Enables complex analysis of massive and highly varied data with Google BigQuery
  • Minimises infrastructure maintenance, so teams can work on adding value
  • Integrates seamlessly with DoubleClick, Google Analytics 360 and AdWords

Saves “millions of euros” with data-driven campaigns

By focusing on convenience for its customers, Banca Mediolanum has built a customer base of over 1 million people and a reputation as one of Italy’s leading retail banking institutions. The first bank in Italy to take its services online, today Banca Mediolanum’s sophisticated marketing operation brings in over 10,000 new customers a month. In an increasingly diverse media environment, effective data analysis on current and prospective customers can be hampered by the range of formats in which data arrives. Banca Mediolanum makes the most of its available information with a powerful datahub based on Google BigQuery.

“Banca Mediolanum was founded on the principles of technology and dynamism. That’s a focus we maintained by, for example, embracing the arrival of phone and internet banking. Now Google is the new innovation, with incredible tools to help us analyse data and provide the best services to our customers,” says Michele Berra, Digital Marketing Manager at Banca Mediolanum. "We have customer data, DoubleClick, AdWords, YouTube, a broad range of social media, email marketing… We began to feel we had more data than we could handle. Now with the exceptional power of Google BigQuery, we can unlock the potential of that data and put it to use.”

“The cost savings to our marketing are incalculable, but stretch into the millions of euros.”

Michele Berra, Digital Marketing Manager, Banca Mediolanum

Building a better datahub with Google BigQuery

In competitive industries, reaching target markets means collecting and analysing high volumes of diverse forms of data. Banca Mediolanum takes a tailored approach to servicing current and prospective clients informed by analysing data from multiple sources, including social media. Querying that data can be too slow to provide usable insights, so Banca Mediolanum looked for a fast, powerful analytics tool that could function at scale.

BigQuery on Google Cloud Platform was the obvious choice. With assistance from the digital analytics experts at BitBang, Banca Mediolanum migrated its existing data to Google Cloud Platform in only one week. A Google Analytics 360 customer, Banca Mediolanum also makes extensive use of DoubleClick and AdWords, all of which seamlessly integrate with the GCP infrastructure. The simplicity of GCP and the ease with which it was deployed meant Banca Mediolanum was rapidly able to create proof of concept iterations of new processes without generating excessive costs. Meanwhile BigQuery’s simple and intuitive interface meant staff were able to run queries and generate insights soon after the software was deployed.

“Banca Mediolanum is oriented toward future innovation and GCP allows it to focus on its services to customers, instead of maintaining its data infrastructure or pursuing the next new thing, thanks to Google’s continual and automatic updates. It’s about simplicity," says Leonardo Biagioli, Data Engineer at BitBang. "With Google BigQuery, we helped provide Banca Mediolanum with a unique point of access to data from very different sources, whether that’s Google Analytics 360, social media, the CRM, or campaigns.”

“With BigQuery, we helped provide Banca Mediolanum with a unique point of access to data from very different sources, whether that’s Google Analytics 360, social media, the CRM, or campaigns.”

Leonardo Biagioli, Data Engineer, BitBang

Targeting marketing with machine learning

More in-depth data analysis with Google BigQuery helped optimise marketing spends, especially on social media campaigns. Now Banca Mediolanum is looking to extend the reach of its marketing with machine learning algorithms based on Tensorflow, created around models optimised by BitBang. At the same time, other aspects of Google Cloud Platform are coming into play, such as Firebase, which the team hopes to use to push notifications on a new mobile app.

“The slogan of our bank translates as ‘the bank is around you.’ Using Google BigQuery as an analytics engine has helped us make that a reality, with personalised approaches, not just to customers, but to our affiliated financial advisors, too, now that we can create customised campaigns for them, in their names. The cost savings to our marketing are incalculable, but stretch into the millions of euros," says Michele.

About Banca Mediolanum

Banca Mediolanum is a leading Italian bank, insurance and asset management company with over 1.2 million customers. Its 2,200 core employees work with 4,300 affiliated financial advisors, who assist with family asset and portfolio management. Banca Mediolanum is listed on the Borsa Italiana and the FTSE MIB index. More about Banca Mediolanum: www.bancamediolanum.it

Industries: Financial Services
Location: Italy

About BitBang

Founded in 2003, BitBang provides expertise in digital analytics and customer experience management. Because it stands independent of major suppliers, it is able to choose the ideal tools to add value to each project it undertakes. More about BitBang: www.bitbang.com

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