A legacy bank decides to modernize
Česká spořitelna is the largest bank in the Czech Republic, with more than two million active customers. Most of these customers start their journey with the bank through online sales channels and then make their way offline through call centers or brick and mortar branches. To get a holistic view of how its digital channels were driving conversions, Česká spořitelna turned to Google Data Studio.
Making information part of company culture
Founded in 1825, Česká spořitelna has stood the test of time, but in the last few years its processes were starting to feel a little creaky. The bank gathered digital information in a very sophisticated way, but it had been focused more on collecting it rather than using it. Its employees were still manually importing data into spreadsheets, and its media agency had its own reporting workflows, requiring frequent communications that led to wasted time.
Recognizing that digital information is the company’s most important asset, Česká spořitelna decided to make it a key part of every business process, from strategy to daily tasks. But first, the bank had to find a better solution for managing the information. Since Česká spořitelna was already using other Google Marketing Platform products, adding Data Studio to the mix was a no-brainer.
A time-saving tool
Through Data Studio, Česká spořitelna was able to convert its data into fully customizable, robust dashboards and reports. These dashboards help employees monitor traffic and sales trends — if anything jumps out, staff can drill down to see if there are any issues with impressions, clicks, products, or other factors. “Data Studio is great because in just a few seconds, our team — together with our agency — can look from the highest level of the campaign to the most detailed level,” says David Vopelka, digital marketing manager, Česká spořitelna.
Because Data Studio makes it simple to share reports, Česká spořitelna and its media agency were able to have a single point of reference for all digital information. This open access has allowed both parties to make the most of their meetings. Now, there’s no time wasted on preparing graphs — everyone can focus their efforts on discussing strategy and assigning tasks, and they’ve reduced meeting preparation time by 50%. “When we have regular meetings with our agency, the shared dashboards on Data Studio help us make sure we’re not wasting time preparing,” says David.
With Data Studio we can fully automate views that we’re interested in. Now we can focus on creating ideas for optimizing campaigns, media, and creative. We don’t have to spend time setting up reports.
, Digital Marketing Manager, Česká spořitelna
Digital information gets socialized across the company
Through Data Studio, Česká spořitelna saw a 25% increase in conversions over just six months. But it’s also changed the way the company works — with Data Studio, there’s no more siloed information between teams. In fact, it’s led departments throughout the company to create goals based on real-time reports. “All the managers are pushing teams to focus on data and see how it impacts every part of the business,” David shares. “The benefits from Data Studio are instantaneous.”
To support this effort, Česká spořitelna makes digital information open to everyone at the company, and it is developing training procedures to help other teams and departments understand dashboards and find value in them. From small use cases to larger scale strategies, the bank has recognized that wins can be made anywhere. David says further, “It’s important to give freedom to everyone. You need to allow every specialist and expert in the company to think about data.”