How Superstar DJs Transformed RBS’ Digital Strategy And Lost The Beatles Along The Way

during the Adobe Summit 2016 event inside the Venetian on Tuesday, March 22, 2016, in Las Vegas. (Photo by Jeff Bottari/AP Images for Adobe)
SHARE
THIS



Royal Bank Of Scotland’s (RBS) head of analytics Giles Richardson has told the audience of the Adobe Summit in Las Vegas how he harnessed the power of Superstar DJs to transform the bank’s digital organisation.

In a highly entertaining 20-minute presentation, Richardson (seriously rocking a wonderful pair of red trousers) explained how by channelling the merits of a good DJ, his organisation was able to completely transform the way it used data. And by using a slew of Adobe Marketing Cloud products as well of course.

“Super star DJs turned our digital organisation into a customer focused, data-driven slice of awesomeness,” the Brit quipped.

Richardson said the 300-year-old institution has 25 million customers around the world and assets of $1.5 trillion, the equivalent of “little regional bank in America”. He also said it sports the Queen as a customer. He also joked that one of the bank’s brands – Coutts – had as its motto: “Separating the properly rich from the merely wealthy.”

He also said the RBS’ “were terrible! We’d just decide to launch a new product and then 10 minutes later we’d get an email from the CEO saying congratulations guys this takes us closer to our strategic aims . . . Had it? In truth we didn’t know.”

He then pointed to the law of digital which insists that 80% of everything you do online doesn’t work in the way that you think that it would. So he suggested that the things they were doing was probably making it worse.

Being a proud analyst, Richardson said that the business insisted that they needed reports from the analytics team produced regularly but “to be honest we didn’t really think that anyone was reading them. So stuff started to go in there.”

beetles

“Clearly things needed to change. We were just doing stuff, we didn’t know whether it worked or not. Data was a sideshow. So we needed a new vision. We needed to become Superstar DJs,” he said.

DJs are amazing things, Richardson suggested. “They’re constantly creating new content, in their case it’s music, and they push it out all the time. Within milliseconds they know if it’s working or not, and they pull it back if it’s not.

“They’re very, very cognitive of audiences. They know the Tokyo crowd is very different from the London crowd, which is different to the Vegas crowd.

“DJs know if what they’re playing is working – constantly reinvent. They also do it all themselves. So actually we loved this. We wanted our digital team to become super star DJs.”

Using Adobe Experience Manager and Adobe Analytics, Richardson’s team started to democratise the data – get it out there. He said having a separate group of people in the corner of the room was not useful, but the data analysis had to be done by everyone within the business.

“Everyone has to play with the data and optimise and collaborate and work with the data guys,” he said.

So how do you get people to look at data? You have to make it fun, he said.

Richardson really amped up the DJ analogy and when people qualified as a superstar DJ they got a set of Beats headphones and a range of other fun and encouraging gags.

The result was that they weren’t forcing people to use data and analytics, but were enabling them. Everyone in the organisation started playing with the data.

“Now no new content goes on any of the RBS websites without it being tested in real time first,” he said.

The results was a dramatic increase in the optimisation of the bank’s the digital experience.

analytics results

Interestingly, one of the key findings from the optimisation was that the power of loss was much more impactful than the power of gain. So any offers the bank put out that used a “missing out” statement rather than a “stand to gain” statement was far more effective.

Richardson concluded his talk by saying that while the bank was proud if its 300 year history, what it really only cared about now was the last 10 seconds when a customer logs in and what happens then.

Latest News

“A Diverse Workplace Is Simply Clever Business”: OMD’s Martin Cowie
  • Advertising
  • Marketing
  • Media

“A Diverse Workplace Is Simply Clever Business”: OMD’s Martin Cowie

In case you haven’t heard, we’re holding an event pretty damn soon to celebrate and promote inclusion and equality in our industry. You’ll walk away from Changing the Ratio inspired and ready to initiate change right now in your own organisation. And with the event less than a week away, we spoke to one of the […]

by B&T Magazine

B&T Magazine
Free-To-Air TV Networks To Battle It Out For Basketball Rights
  • Media

Free-To-Air TV Networks To Battle It Out For Basketball Rights

With Nine bagging the tennis, and Seven West Media and Foxtel claiming the cricket, broadcasters’ attention has now shifted to the National Basketball League (NBL). The league’s owner, Larry Kestelman, recently confirmed in an interview with The Daily Telegraph that all five of Australia’s free-to-air TV networks are keen to air the NBL next season. […]

by B&T Magazine

B&T Magazine
Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Adobe Finds Missing E-Commerce Piece With Magento Acquisition
  • Marketing
  • Technology

Adobe Finds Missing E-Commerce Piece With Magento Acquisition

Computer software behemoth Adobe has entered into a definitive agreement to acquire e-commerce platform Magento Commerce for US$1.68 billion. The Magento platform brings together digital commerce, order management and predictive intelligence into a unified commerce platform enabling shopping experiences across a wide array of industries. Founded in 2008 in the US, the platform is built […]

Forty Winks Reminds Us Of The Power Of Sleep In New Spot From AJF Partnership
  • Campaigns

Forty Winks Reminds Us Of The Power Of Sleep In New Spot From AJF Partnership

Forty Winks has unveiled a new advertising campaign to reinforce its new brand positioning – Serious About Sleep. The positioning is built on the insight that people are simply not getting enough sleep. In fact, one in every four Australians are lacking in sleep, which inhibits their ability to perform. The benefits of a good […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

APN Outdoor Outbids oOh!media With $500m Offer For HT&E’s Adshel
  • Media

APN Outdoor Outbids oOh!media With $500m Offer For HT&E’s Adshel

It appears Adshel is hot property in the out-of-home media world, APN Outdoor now coming to the bidding table with a whopping $500 million offer. After receiving oOh!media’s revised offer of $470 million for Adshel, parent company Here, There & Everywhere (HTE) said in a statement to shareholders last night that it had received another […]

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Suryabala Shenbagamurthy, The Media Store
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Suryabala Shenbagamurthy, The Media Store

Leading up to Changing the Ratio, B&T has partnered with UnLtd to showcase some of the heroes in our industry. Last week, we spoke to Aiden Dabbagh from Initiative Sydney. And now it’s someone else’s turn! Suryabala Shenbagamurthy, 24, is a digital manager at The Media Store, and is currently working on the Weave Driving Change program. […]

by B&T Magazine

B&T Magazine
Nielsen Digital Ratings: News.Com.Au Remains Bolted To Top Spot
  • Media

Nielsen Digital Ratings: News.Com.Au Remains Bolted To Top Spot

Nielsen’s monthly digital ratings revealed 20.5 million Australians accessed content online for the month of April, with 13.9 million Australians accessing news content online during the month. News.com.au was the top news entity in terms of highest unique audience (5.6 million), followed by nine.com.au (4.8 million) and then ABC News Websites (4.7 million). Fourth place was […]

Coca-Cola South Pacific Unveils FIFA World Cup Campaign Via Ogilvy
  • Campaigns

Coca-Cola South Pacific Unveils FIFA World Cup Campaign Via Ogilvy

Coca-Cola South Pacific has announced details of its new 2018 FIFA World Cup campaign titled “Stock Up”. The campaign, by Ogilvy, encourages fans not to wait until the last minute to get a Coca-Cola for the perfect match. It will air during select group games, all Australian games and all knockout ties – including the FIFA World Cup Final […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever
  • Opinion

Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever

In this guest post, CEO of Delacon, Michael Center (pictured below), argues in favour of something we don’t hear too much a bout these days – the good old fashioned telephone… It’s 142 years since Alexander Graham Bell made his first call on 10 March 1876 to his assistant Thomas Watson, where he uttered the […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]