When UniCredit’s Group MarComs Team recognized the need to shift their focus from report generation to insight discovery, they envisioned a centralized Digital Cockpit. They discussed their idea with BitBang, their trusted data and digital advisor for over a decade, and quickly identified DOMO as the perfect solution to bring this vision to life.

The Digital Cockpit was designed to aggregate data from multiple sources and display them on customized DOMO dashboards, catering to diverse user needs. The cockpit focuses on improving data accessibility and empowering the team to swiftly understand, act upon, and share insights drawn from the data.

UniCredit is one of Italy’s leading banking groups. It has been collaborating with BitBang for over 12 years, covering the full spectrum of the digital data pipeline — from implementing analytics tools to deriving actionable insights. Within UniCredit, the Group MarComs Team handles the development and management of both internal and external communications, as well as marketing activities across multiple channels.

The team aimed to streamline the process of creating data views by establishing standards and reducing both manual effort and the number of tools required.

A comprehensive digital cockpit would enhance data accessibility, free up resources for insight discovery, and mark a significant improvement in data governance.

The project aimed at improving the team’s data analysis capabilities in several ways:

  • Improve data usability for content and channel managers, by moving away from the technical complexities typically associated with dashboards traditionally built into analytics tools.
  • Provide ad hoc dashboards for both operational and managerial levels to facilitate data sharing with other teams and internal stakeholders.
  • Activate advanced cross-channel analyses, such as monitoring newsletter or social media channels’ impact on web interfaces.
  • Enable a flexible and efficient method for benchmarking content performance across different time periods, channels, and categories.

DOMO was selected for its modern approach to data analysis and its full support for digital analytics. It offers robust privacy features that comply with both the GDPR and UniCredit’s stringent policies, a user-friendly interface, and numerous ready-to-use connectors for various data sources. Additionally, DOMO includes a built-in data warehouse and ETL layer, making it a comprehensive solution.

DOMO’s advanced features enable on-the-fly topic selection and granularity within dashboards, facilitating extensive benchmarking and insights mining, which were key objectives of the project.

Additionally, selecting DOMO minimized the number of tools required, enhancing both data governance and security.

Leveraging DOMO’s capabilities, BitBang and UniCredit’s Group MarComs Team developed a unified, comprehensive set of dashboards that display data on internal and external communications, including social media and the institutional website. The Digital Cockpit includes over thirty-four dashboards, offering weekly, monthly, topic-specific, single-source, cross-source, and omnichannel reports with a complete view of key performance indicators (KPIs).

This comprehensive set of dashboards is updated daily, facilitating the analysis and benchmarking of editorial content, social media, and newsletters.

Most dashboards are also distributed as periodic reports to users, such as management, who may not regularly access the platform but value receiving regular updates.

The Digital Cockpit has facilitated deeper and more comprehensive analyses of cross-channel communication efforts and their outcomes.

In one instance, its broad overview allowed for a more informed and efficient plan for boosting engagement during the presentation of Financial Results. By analyzing three years’ worth of financial results campaigns, key success factors were identified and effectively utilized.

The enhanced campaign resulted in a 110% increase in live broadcast participants, a 148% increase in downloads of market presentations, and a 167% increase in organic social media impressions. Furthermore, the team was able to quickly assess the campaign’s success and effectively communicate the results to all stakeholders.

Last, the Digital Cockpit’s rapid data visibility quickly highlights errors in the tracking of digital properties, facilitating faster resolution.

The Digital Cockpit marks a new beginning for UniCredit’s Group MarComs Team, as its daily use fosters deeper data analysis, insight generation, and data-driven decision-making across teams.

As additional data sources and needs emerge, the team is confident that DOMO’s flexibility and BitBang’s expertise will seamlessly accommodate these changes, allowing the project to scale gradually and continue delivering its benefits.

Christoph Ramler

“Data quality requires discipline and attention. This is why you need a strong partner, and stakeholders involved from day zero”.

Christoph Ramler

Group MarComs – Data, Research & Intelligence Lead, UniCredit