Dan Jermyn, Head of Digital Analytics at RBS, gave this presentation at Mezzo Labs' "GAWA7: Key Performance Innovators" event in July 2015. Dan explains how he got engagement in analytics at every level in RBS - from call centre to board of directors.

1. Superstar DJs
Building a culture of ‘test and learn’
7th July 2015
© 2015 Royal Bank of Scotland Group. All rights Reserved

2. Traffic
· Despite visitors to B&C remaining largely static this month, the number of visits has reduced by almost 400k (6.2%) – something
that is largely a result of reduced traffic from direct sources (most likely users of Bankline).
· The reduction has also been partially contributed to by activity on the retail site, which contributes 20% of all business traffic
indirectly. It can be difficult to discern the impact of retail's marketing spend on B&C traffic directly, but we can work it out by
observing paths into public web from retail pages in sessions with a retail campaign code - there were 15k fewer visits to B&C from
retail-branded PPC activity in the month, due to an overall reduction in their marketing in this area.
Sales
· Various optimisations to the MTA Terms &Conditions pages have come together to improve site commerciality by 15%.
However, the success in moving customers from the T&C’s page into the form has also resulted in a lower overall form conversion
rate (down 3.7%) – further refinement of the MTA application form is necessary to realise the full benefit of optimisation activity
further upstream.
· Display (external banners) activity started in early December has resulted in an influx of low quality but high volume start-ups
traffic. Although we may see some increase in overall sales volumes, this type of referral does not help the Campaign start rate,
which has fallen dramatically from a high of 40% to just 3.8%.
Marketing
· The NatWest PPC campaign is targeting generic lending phrases (small business loan, business loan etc…) and our acquisition
through this channel is getting better as a result - up by 40% to 9k. However, the highly competitive nature of the lending market for
new customers is shown in the relatively low conversion rate of just 2.5% to the completion of the enquiry form.
· HSBC is in the enviable position of having the top spot on the natural section of the "small business loan" phrase. This means
that, currently, HSBC will always be featured prominently in search results without having to bid for position. Conversely, we have
disabled crawler access to the RBS campaign landing page, which means we don't let it be known to Google that it's available. Due
in part to this, RBS is only featured on results page 5, below all other main competitors. We should consider allowing Google to
index the campaign landing pages so that natural traffic can apply using this well-optimised landing page and we can get back
to near the top of the rankings for natural search. This would provide a short-cut for customers to reach the application stages,
without needing to traverse the long and winding road through multiple search results pages and through the public web navigation
hierarchy.
2
“Analytics is the discovery and communication of meaningful
patterns in data”
Traffic
· Despite visitors to B&C remaining largely static this month, the number of visits has reduced by almost 400k (6.2%) – something
that is largely a result of reduced traffic from direct sources (most likely users of Bankline).
· The reduction has also been partially contributed to by activity on the retail site, which contributes 20% of all business traffic
indirectly. It can be difficult to discern the impact of retail's marketing spend on B&C traffic directly, but we can work it out by
observing paths into public web from retail pages in sessions with a retail campaign code - there were 15k fewer visits to B&C from
retail-branded PPC activity in the month, due to an overall reduction in their marketing in this area.
Sales
· Various optimisations to the MTA Terms &Conditions pages have come together to improve site commerciality by 15%.
However, the success in moving customers from the T&C’s page into the form has also resulted in a lower overall form conversion
rate (down 3.7%) – further refinement of the MTA application form is necessary to realise the full benefit of optimisation activity
further upstream.
· Display (external banners) activity started in early December has resulted in an influx of low quality but high volume start-ups
traffic. Although we may see some increase in overall sales volumes, this type of referral does not help the Campaign start rate,
which has fallen dramatically from a high of 40% to just 3.8%.
Marketing
· The NatWest PPC campaign is targeting generic lending phrases (small business loan, business loan etc…) and our acquisition
through this channel is getting better as a result - up by 40% to 9k. However, the highly competitive nature of the lending market for
new customers is shown in the relatively low conversion rate of just 2.5% to the completion of the enquiry form.
· HSBC is in the enviable position of having the top spot on the natural section of the "small business loan" phrase. This means
that, currently, HSBC will always be featured prominently in search results without having to bid for position. Conversely, we have
disabled crawler access to the RBS campaign landing page, which means we don't let it be known to Google that it's available. Due
in part to this, RBS is only featured on results page 5, below all other main competitors. We should consider allowing Google to
index the campaign landing pages so that natural traffic can apply using this well-optimised landing page and we can get back
to near the top of the rankings for natural search. This would provide a short-cut for customers to reach the application stages,
without needing to traverse the long and winding road through multiple search results pages and through the public web navigation
hierarchy.
Not real data© 2015 Royal Bank of Scotland Group. All rights Reserved

3. 3
Why “Superstar DJs”…?
© 2015 Royal Bank of Scotland Group. All rights Reserved

4. 4
Share the Learning, Share the Success
© 2015 Royal Bank of Scotland Group. All rights Reserved
Test Learn
Collaborate

5. 5
Engage your audience
© 2015 Royal Bank of Scotland Group. All rights Reserved

6. 6
We used to be organised as if customers behaved like this…
Research Adopt Service
Online
Telephony
Branch
© 2015 Royal Bank of Scotland Group. All rights Reserved

7. 7
The reality is a bit more like this
Research Adopt Service
Web
Telephony
Branch
Mobile
Web Chat
Social
© 2015 Royal Bank of Scotland Group. All rights Reserved

8. 8
How do we optimise across channels?
Research Adopt Service
Web
Telephony
Branch
Mobile
Web Chat
Social
© 2015 Royal Bank of Scotland Group. All rights Reserved

9. 9
Superstar DJs Live!
© 2015 Royal Bank of Scotland Group. All rights Reserved
https://rbsgroup.kuluvalley.com/view/2zn1Ad31zbU
“Test and Learn” is
for everyone:
Join the tour, get the
t-shirt!