Latitude Financial Services reduces campaign time to market by 75%.

Latitude Financial Services is a leading sales finance and consumer lending business, serving customers across Australia and New Zealand.

With Data Cloud and Marketing Cloud, Latitude can harness its data in a trusted, responsible way to increase engagement. The business has also increased marketing efficiency, reducing campaign time to market by an average of 75%.

Multiple marketing platforms create excess costs and limit the efficiency of digital engagement.

Latitude Financial Services had operated on a legacy marketing execution platform until mid-2022. It lacked a fully utilised customer data platform and customer preference centre. Disparate data duplicated effort and meant there was no single view of the customer across products or customer touch points.

Building, editing, and executing marketing and customer engagement campaigns were all time-consuming and required support from developers who could write HTML code.

Marketing Cloud was introduced into Latitude through the acquisition of Symple Loans. The loans business had fully integrated the marketing automation platform with Sales Cloud and Q2, its cloud lending platform, in mid-2022.

Marketing Cloud was then extended to the pay business, which includes Sales Finance and Credit Cards, providing an enterprise-wide marketing platform to enable more efficient and consistent marketing across different channels.

Simultaneously, Latitude adopted Data Cloud to harness customer data. Integrated with the business data warehouse, Data Cloud enables a unified view of customer data across credit cards and loan products.

For the first time, Latitude’s marketing team can see all customers and their products in one place. It has also established a single customer preference centre, enhancing engagement by allowing customers to choose how, why, and when they want to be contacted, for better targeting and reduced unsubscribe rates.

Data Cloud and Marketing Cloud work in tandem to trigger automated campaigns and journeys. They also automate the fulfilment of incentive-based campaigns, eliminating hours of manual effort and long wait times for customers.

Latitude can additionally segment and tailor engagement based on Calculated Insights in Data Cloud. This has enabled always-on engagement, helping the business efficiently scale its marketing activities.

Integration with Latitude’s enterprise data warehouse and CRM will provide real-time insights to enable marketing personalisation. These insights will also help the business to improve decision-making and optimise engagement across all channels.

“The ability to automate based on triggers and be always-on in our marketing is critical as once someone disengages with a product in our industry, it’s very difficult to get them back,” said Yoshiko Yamaoka, Group General Manager - Marketing at Latitude.

Everyday use of AI optimises marketing success.

Latitude’s marketing team takes every opportunity to increase efficiency and impact. Send time, frequency, and email subject lines are all tested and optimised using Marketing AI. This has helped to double email open rates on some campaigns while reducing the time to market for new campaigns by an average of 75%.

In addition, Latitude has increased digital activation by 10% and driven a 4% increase in incremental volume for its credit card business.

Marketing transformation completed in less than five months.

Latitude implemented Data Cloud at the same time it extended Marketing Cloud to its cards business. The business partnered with Salesforce Professional Services for their knowledge and support to ensure everything was configured in the best way.

The project delivery included establishing secure, rule-based processes for data handling and a single framework for managing customer consent. Professional Services also helped the business optimise out-of-the-box features to improve segmentation and increase the efficiency of campaign execution.

Together, they completed the transformation in under five months. “The Salesforce Professional Services team is extremely knowledgeable and did a great job of meeting our timeline,” said Michael Xu, Head of Marketing Technology & Performance at Latitude.

Latitude’s marketing team continues to innovate independently with plans to ramp up efficiency and personalisation. It also plans to connect new data sources to Data Cloud, including Google Analytics, to provide a more complete picture of customers’ digital engagement.

Data Cloud has helped Latitude Financial Services unify and put its customer data to work. Together with Marketing Cloud, it powers automated, always-on campaigns that have increased efficiency and engagement.

• 17% increase in email open rates compared to previous platform
• 75%  average reduction in campaign time to market
• 10% increase in digital activation for credit card business
• 4% uplift incremental volume for credit card business
• Marketing transformation completed in under 5 months