on the operational side of reporting left little

time for analysis or deeper insight.

Union Bank eMarketing wanted to make its data

management and reporting timely, efficient,

flexible and consistent. They also hoped to

bring to light any hidden connections in their

data that could help them optimize spend and

performance across all their digital channels. In

short, the team wanted to use their marketing

powers not for cutting and pasting, but for the

higher good.

SOLUTION

Beckon and Union Bank’s eMarketing team

began by thinking through how the team

would like to access and report out on

marketing performance. Then we established

a comprehensive taxonomy based on that:

marketing channels, lines of business, verticals,

products, regions, target customer segments,

marketing objectives and more. Next, we set

up matching tags in Beckon, to be appended

automatically to incoming marketing data.

With that in place, we routed the key reports

from all of Union Bank’s core digital systems

straight into Beckon. Beckon pulled, tagged

and categorized the data according to Union

Bank’s own business taxonomy, fully automat-

ing the previously laborious and specialized

work of determining what to pull in, what to

leave out, and how to aggregate and allocate

the numbers. What’s more, Beckon unearthed

previously hidden connections between e-mar-

keting activity and business outcomes and

calculated diagnostic ratios of cross-channel

marketing effectiveness, right out of the box

and continuously updated.

RESULT

Today, the Union Bank eMarketing team counts

on Beckon as the new source for marketing

spend and performance across all channels.

Metrics from email, web, mobile, social, online

display and search flow seamlessly and auto-

matically into Beckon. All data are tagged on

the way in according to media type, business

unit, product, sub-product, vertical and more,

enabling instant, real-time reporting at any

and all of these levels — reports that once took

weeks to assemble. And those questions from

clients and business partners that all marketers

dread, the ones that take hours or even days of

side work to answer, such as:

• How much did we spend last year on these

three channels combined?

• Which promo tile type performs the best?

• When we ran radio in that one market, did we

see more traffic to the site or an increase in

new loan applications?

Now eMarketing can answer questions like

these in seconds.

Best of all, now that the data are clear,

decisions are clear. Where once they were

operations superheroes scavenging through

the data, cutting and pasting together a story

of marketing performance, Union Bank eMar-

keting and their agency partners can now be

marketing superheroes full-time.

CASE STUDY: UNION BANKClear Data, Clear Decisions

If you’re like most marketers, you sit within a centralized marketing

organization that supports a wide variety of products and business

units. You know how supporting multiple internal clients can pull you

in several different directions at once. And you know full well how

important it is to both coordinate your planning and provide timely

reporting on how marketing is moving the needle for each of those

internal clients.

But what if you had to support five lines of business, 38 verticals

and 46 products and sub-products? And what if you had to support

all those business partners and products across email, web, mobile,

social, online display and search? You’d need to be a superhero to

keep track of it all and report it in a timely, insightful way. Well, meet

the superheroes on the Union Bank eMarketing team.

PROBLEM

Union Bank’s eMarketing was executing so fast, reporting couldn’t

keep up. First the team had to find the right data from its many

execution and measurement systems, then make sense of the data,

and finally cut and paste it into monthly PowerPoint presentations

for business consumption. Moreover, getting all this done — knowing

what numbers to pull from which sources, aggregating those numbers,

and then allocating them across products and business units — had

become very challenging, requiring unique institutional knowledge

from specific team members and agency partners. The effort required

“Ever since the inception of the

eMarketing function at Union

Bank, we have sought to have

a central location for our digital

marketing channel performance

data. In Beckon we now have

it. Beckon allows us to capture

important insights that can be

used to improve results.”

JUAN SILVERA, SVP EMARKETING,

UNION BANK

HIGHLIGHTS

• Consistent tagging taxonomy

across all execution tools

• System of record for all digital

performance data

• Continuously updated

dashboards

• Marketer-ready insights into

what’s working best across it

all

on the operational side of reporting left little

time for analysis or deeper insight.

Union Bank eMarketing wanted to make its data

management and reporting timely, efficient,

flexible and consistent. They also hoped to

bring to light any hidden connections in their

data that could help them optimize spend and

performance across all their digital channels. In

short, the team wanted to use their marketing

powers not for cutting and pasting, but for the

higher good.

SOLUTION

Beckon and Union Bank’s eMarketing team

began by thinking through how the team

would like to access and report out on

marketing performance. Then we established

a comprehensive taxonomy based on that:

marketing channels, lines of business, verticals,

products, regions, target customer segments,

marketing objectives and more. Next, we set

up matching tags in Beckon, to be appended

automatically to incoming marketing data.

With that in place, we routed the key reports

from all of Union Bank’s core digital systems

straight into Beckon. Beckon pulled, tagged

and categorized the data according to Union

Bank’s own business taxonomy, fully automat-

ing the previously laborious and specialized

work of determining what to pull in, what to

leave out, and how to aggregate and allocate

the numbers. What’s more, Beckon unearthed

previously hidden connections between e-mar-

keting activity and business outcomes and

calculated diagnostic ratios of cross-channel

marketing effectiveness, right out of the box

and continuously updated.

RESULT

Today, the Union Bank eMarketing team counts

on Beckon as the new source for marketing

spend and performance across all channels.

Metrics from email, web, mobile, social, online

display and search flow seamlessly and auto-

matically into Beckon. All data are tagged on

the way in according to media type, business

unit, product, sub-product, vertical and more,

enabling instant, real-time reporting at any

and all of these levels — reports that once took

weeks to assemble. And those questions from

clients and business partners that all marketers

dread, the ones that take hours or even days of

side work to answer, such as:

• How much did we spend last year on these

three channels combined?

• Which promo tile type performs the best?

• When we ran radio in that one market, did we

see more traffic to the site or an increase in

new loan applications?

Now eMarketing can answer questions like

these in seconds.

Best of all, now that the data are clear,

decisions are clear. Where once they were

operations superheroes scavenging through

the data, cutting and pasting together a story

of marketing performance, Union Bank eMar-

keting and their agency partners can now be

marketing superheroes full-time.

If you’re like most marketers, you sit within a centralized marketing

organization that supports a wide variety of products and business

units. You know how supporting multiple internal clients can pull you

in several different directions at once. And you know full well how

important it is to both coordinate your planning and provide timely

reporting on how marketing is moving the needle for each of those

internal clients.

But what if you had to support five lines of business, 38 verticals

and 46 products and sub-products? And what if you had to support

all those business partners and products across email, web, mobile,

social, online display and search? You’d need to be a superhero to

keep track of it all and report it in a timely, insightful way. Well, meet

the superheroes on the Union Bank eMarketing team.

PROBLEM

Union Bank’s eMarketing was executing so fast, reporting couldn’t

keep up. First the team had to find the right data from its many

execution and measurement systems, then make sense of the data,

and finally cut and paste it into monthly PowerPoint presentations

for business consumption. Moreover, getting all this done — knowing

what numbers to pull from which sources, aggregating those numbers,

and then allocating them across products and business units — had

become very challenging, requiring unique institutional knowledge

from specific team members and agency partners. The effort required