This was a regional bank in the UAE. They asked not to be named. They already had Marketing Cloud. That was not the problem.
Campaigns ran on lists. Transaction data never reached the journey. A customer who had just taken a product at the branch still got a generic cross-sell. Open rates sat in the low teens. The marketing team could not change a journey without calling the partner.
We connected the journeys to one customer profile: core transactions, send-time rules, and a preference center. The work was Salesforce, not an invented AI layer. After handover, their team edits the journeys. We did not stay to operate the desk.
The number we will stand behind is the one they measured: opens moved from the low teens into the mid-40s. We will not invent a revenue multiple for the same work.
What changed
- Open rates moved from the low teens into the mid-40s once journeys used the same profile as the branch.
- Cross-sell stopped going out as a list that ignored what the branch already knew.
- The marketing team owns the journeys after handover.