When it comes to making decisions about financial services, customer behaviour has changed. Citibank’s customers are busy and digital channels are a big part of that decision process. For Citibank, viewing this end-to-end process was difficult and fragmented, with lots of data in silos and no single consolidated view. Unifying this data with DoubleClick allowed Citibank to better understand their customers and the true value of their marketing activity. They discovered that display advertising was actually involved in almost 50% of all online loan applications – a channel they had previously thought to be less effective. By more accurately allocating their marketing spend to the right channels, they reduced their cost per application by 25% and were able to spend 30% less time on administrative tasks.