| Case studies
Personalising customer experiences for Skipton
- A full migration of the Skipton site to the Adobe stack
- The delivery of optimised content via Adobe target
- A long-standing partnership formed, ensuring SBS are consistently maximising the technology that they have invested in
We were particularly impressed by Yard’s one-team approach across all stages of the project, with the collaboration between SBS and Yard proving to be a determining factor in the success of this project. Yard were able to support SBS to skill up our in-house team through a series of workshops. Our team expressed they learned a lot in these sessions. Overall, we are delighted with the personalisation project - setting the foundations to provide our customers with personalised relevant content and experiences.
— Rebecca Allsop, Head of Customer Strategy
Challenge
We started our partnership with Skipton Building Society (SBS) at the beginning of their journey to create a fully personalised and consistent online experience for their customers.
Utilising the Adobe technology stack (Analytics, Audience Manager, Campaign and Target), existing CMS Sitecore and in partnership with expert practitioners (such as ourselves), a collaborative client, tech vendor and agency project began. A project to put the technology, infrastructure and supporting processes in place to enable SBS to provide personalised marketing to individuals online.
Action
When Skipton Building Society approached us about the personalisation project, we kicked things off by launching a discovery phase involving a series of workshops with business stakeholders and across all teams with a vested interest in digital data. Yardies spoke to team members from digital, business intelligence, IT and marketing. A phase of work that the SBS team fully embraced setting the foundations for a successful project.
We worked with the client to create use cases focused on both customer acquisition and retention to deliver on project vision. Requirements were captured and documented in a Business Requirements Document (BRD), with the first deliverable being a data layer specification.
We led SBS through the data layer and analytics process from educating teams unfamiliar with the approach, specification creation, data points gap analysis, implementation support, QA, regression testing, deployment and data validation. Adopting a one team ethos proving valuable to the success of the project.
The Adobe Analytics implementation forms the backbone for all personalisation use cases to be met. It also provides SBS with a forensic level of visibility of customer behaviours across their digital platforms. Visibility on data and insights for marketing decisions to be made.
We also led on Adobe Target enablement allowing SBS to deliver optimised and personalised content. Delivering the right content to audience types based on hypotheses covering sales funnel stage, marketing channel entry point and online and offline behaviour. SBS, with our support, are now gearing up to a cyclical approach of test, learn, repeat and improve, all driven by the data.
Through running a series of training sessions across Adobe Analytics, Adobe Launch and Adobe Target we have been supporting SBS to build on their in-house capabilities.
Change
- A full migration of the Skipton site to the Adobe stack
- The delivery of optimised content via Adobe target
- A long-standing partnership formed, ensuring SBS are consistently maximising the technology that they have invested in
