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.

Please login with linkedin to comment

Latest News

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”
  • Media

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”

Southern Cross Austereo (SCA) has experienced a negative first half of the 2018 financial year, posting a dramatic drop in overall profit and a slight drop in revenue. The group’s net profit after tax fell 21.2 per cent to $48.5 million in the six months to 31 December 2017 (compared to the previous corresponding period), […]

by B&T Magazine

B&T Magazine
Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.