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  • Safe, EU-Based Marketing Analytics for the Finance Sector

Secure EU-Based Marketing Analytics for the Finance Sector

Organizations in the finance, insurance, and healthcare sectors face significant challenges in measuring and understanding the impact of their marketing due to strict internal data policies and regulatory constraints, often more severe than GDPR. This is particularly true for companies restricted from using US-based analytics tools due to Schrems I and II rulings.

1

Separate data instance

10

Marketing channels

14

Mosaic groups

Customer

Bank

Industry

Finance sector

Services Used

Samhub Compliance Module

Samhub for Brands

Marketing Analytics

Marketing dashboard

View Samhub for Brands

Table of Contents

01 Customer Background

02 Challenges

03 Solution

04 Key Features

05 Results and Outcomes

1

Finance, insurance and healthcare

Businesses operating in the EU within finance, banking, insurance and healthcare sector are struggling to measure, analyse and understand the effect their marketing has. 
 
Marketers within these sectors are often limited by harsher internal policies than the actual GDPR legislation. Such as not being allowed to use marketing and analytics tools from American companies due to Shrems I and Shrems II. 
 
This is causing serious impact as they become limited in what they can track, measure and analyse.

2

The Challenge

Samhub has spoken to several players within these segments and it has become clear that there is a need for secure analysis and measurement of both marketing and website traffic. Without it these companies spend on advertising without learning or even knowing if the advertising works at all.
 
The challenge is to make it possible to analyse and measure the effect of the marketing in a way that ensures that the data processing is done within the EU and by EU-based companies. The collection and processing must also be done in a way that it does not break banking legislation and regulations such as DORA, and minimize processing and retention of personal online data.
 

Key Objectives:

→ Ensure that the processing of PII is done within the EU by EU-based companies only.

→ Minimize the amount of personal data collected and stored.

→ Ensure a high degree of control for the businesses in how the data is processed.

→ Ensure that the data that is processed delivers real business value within these limitations.

3

The Solution

Custom analytics setup and integration.
 
Samhub have created a Compliance Module that consists of a separate cloud instance for the client, with servers located within the EU with a EU-based company.
 
We created a custom script installation in accordance with the client guidelines and best practices regarding established content frameworks. We only collect the specific data listed in the agreement with the client and only process those data points that may be classified as personal information on the instance that we setup. 
 
We aggregate and anonymize the data completely before sending it to the Samhub application. We then delete the source data in accordance with the retention instructions provided by the customer. Once the source data is gone it is impossible to reverse the anonymous and aggregated information into personal information.
 
Samhub can now provide finance, healthcare and insurance companies with a marketing analytics service that ensures that the results from the marketing can be fully understood and measured based on both traffic data and Mosaic Lifestyles market segmentation.

4

Key Features Implemented

Separate server instance: We setup a fully separated server instance for the client.
 
PII data processing within the EU: The server instance is located within the EU with a EU-based company.
 
Custom script installation: We created a custom script installation in compliance with the Content Security Protocol (CSP) as well as with the clients IT-security policies.
 
Client-defined data retention: We only retain the cookies and browser data for as long as the  client has defined it.

5

Results and Outcomes

It is possible for the client to securely add external data
Through Samhub the client is now able to analyse incoming traffic and on site conversion points based on Mosaic Lifestyles.
 
Holistic Marketing Analytics
Through the Mosaic Lifestyles the client can now compare the incoming traffic and the traffic to the different conversion points with customer base and their Ideal Customer Personas that are based on Mosaic Lifestyles.
 
Increased capabilities with reduced risk
Samhub have been able to facilitate increased measurability and at the same time mitigated the legal risks associated with the processing of personal information for businesses within the financial sector.
 
Directly connect marketing channels with customer segmentation
In the Samhub marketing dashboard we combine the traffic, the marketing channel statistics and the Mosaic Lifestyles analysis into a single view ensuring a more holistic view of all digital marketing.

1

Separated data instance

4%

Risk of fines

14

Mosaic Groups

10+

Marketing channels

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