About the client
The client is one of the largest retail banks in Southeast Asia, which has a strong presence in Indonesia with over 1,200 branches and 17,000 ATMs nationwide, providing banking services to individuals and businesses alike. The bank offers a wide range of products and services, including savings and deposit accounts, credit cards, loans, and insurance, among others.
The client has also been at the forefront of adopting digital technologies to enhance customer experience, launching a mobile banking app and Internet banking services. With a strong focus on customer satisfaction and innovative offerings, our client has been recognized as one of the most trusted banks in Indonesia.
Client's challenges
The client was not only challenged by upcoming fintech rivals who are agile in offering alternative banking options through seamless digital experience but also by resetting consumers' expectations on speed and omnichannel experience. With a fragmented customer journey across online and offline touchpoints and across the client's website ecosystem, the bank experienced challenges in understanding customers' preferences and needs to optimize their experience and, all the while, complying with strict data & security regulations that the financial sector faces.
Identifying the customer journey across the client's website ecosystem, business units, and other data sources and aggregating data into a single view of a customer was unavailable. Besides, collecting events in mobile applications and matching them with other sources of customer data was an issue.
As a result, customer data existed in silos, without a centralized data management system the customer identity remained incomplete, making it difficult to track engagements and conversions across different channels and making the data available for activation by business users.
Without a unified customer view, the bank struggled to deliver personalized marketing experiences. Fragmented data across touchpoints made it impossible to understand individual customer journeys, preferences, and behaviors — limiting the bank's ability to engage customers with relevant, timely offers across digital and offline channels.
Indonesian data protection regulations required all customer data to be stored on-premise, behind a firewall. Cloud-based solutions were non-compliant. The bank needed a CDP that could run entirely within its own infrastructure, with no data leaving the secure perimeter — a requirement most vendors could not meet.
Opportunities
Adopting a CDP with a flexible architecture instead of building a solution internally would save the bank substantial resources while still enabling compliance with data protection regulations.
A great deal of incremental revenue could be unlocked through reengaging website visitors, both known and anonymous customers, across marketing channels with personalized offers.
A CDP would provide the tools to structure, analyze and activate customer data, turning the abundance of unorganized data into a sea of opportunities to generate more revenue and keep up with a fast-paced digital transformation.
With access to consolidated customer profiles, the bank could identify the needs and demands of its customers and offer more relevant products and services, creating an opportunity for cross-selling and upselling.
Adopting CDP would transform the bank's digital strategy and move the brand higher on the maturity ladder of innovation and user addressability, helping stay competitive in the rapidly changing industry.
With better data infrastructure in place, the bank could move faster on campaign execution, reduce dependency on IT teams, and empower marketing to drive data-led decisions independently.
Solutions delivered by Meiro
Flexible hosting and customizable architecture
The CDP was deployed on-premise and behind a firewall to comply with data residency and security requirements of Indonesian data protection regulations. Meiro built local storage between the bank's general ledger — containing especially sensitive data — and the CDP, conforming to the bank's strict security requirements.
Cross-domain tracking and consolidation of customer data
Meiro set up an ETL layer for data processing, collection, transformation, and standardization required for clean data production. Meiro created a Digital Command Center over 3 mobile apps, websites, and an internal customer database — consolidating data from 15 sources into unified customer profiles. Campaign reporting across 13 activation channels (social media, performance ads, agencies, etc.) was set up in 45 days.
Optimizing marketing efforts with personalized experiences
Meiro CDP's identity tracking enabled hyper-personalized content for users even without PII data. Personalized native web banners targeted anonymous visitors, collected PII, and converted them to leads. As a managed service, Meiro redesigned campaign logic, reporting, and benchmarking for the client's marketing team.
Identity resolution and single customer view
Meiro's customized identity management tracked and matched customer profiles based on 1st-party Meiro SDK IDs and 3rd-party IDs (FB Client ID, TradeDesk ID, Google Client ID, etc.), consolidating cross-device and cross-channel data. Business users gained access to unified profiles for granular segmentation, personalized activation, and analytics.
“Meiro has been instrumental in transforming our data capabilities and marketing effectiveness. The on-premise deployment gave us the confidence to move forward while staying compliant with all regulatory requirements.”
— Digital Marketing Lead, Top Retail Bank in Southeast Asia