How Grundfos built a holistic view of marketing performance
Grundfos turned marketing data into a trusted strategic asset, enabling sharper performance insights and a clearer connection between marketing activities and business results.
Addiko Bank is a specialist challenger bank operating across Central and Southeastern Europe, focused on fast, transparent, and digital-first lending for consumers and SMEs.
- Industry
- Financial Services
- Headquarters
- Austria
The_scope
Governed campaign data at the source for trusted reporting, sharper attribution, and smarter budget allocation across every market and channel.
Reliable marketing decisions depend on campaign data that is well-structured, consistent, and ready for reporting from the moment it is created. With Accutics, Addiko Bank consolidated its campaign tracking processes into one governed framework spanning paid media, email, CRM, and offline channels, harmonizing standards and automating campaign data management to support the bank's continued growth.
Standardized data now flows into the bank's reporting ecosystem, supporting faster cross-market analysis, more reliable cost attribution, clearer budget visibility, and more accurate media decisions, while laying the foundation for future scalability across markets and channels.
The_challenge
For Addiko Bank, campaign tracking is not just a link-building process.
It is part of the logic that helps route, classify, and transform marketing data inside the bank's reporting ecosystem. As the bank scaled, several opportunities emerged to strengthen it further:
As campaign activity expanded across countries, teams, agencies, and channels, Addiko Bank identified an opportunity to move into standardized and automated campaign data management at scale.
Tracking rules and parameters were maintained across a range of documents and spreadsheets used by teams and partners, reflecting the scale and reach of campaign activity across markets.
Growing volume and complexity increased the importance of maintaining consistent taxonomy standards and reporting efficiency across markets.
As reporting matured, campaign names and tracking values became increasingly central to mapping markets, applying naming standards, and structuring performance data.
This was more than a marketing operations initiativeA governed, scalable, and compliant way to manage campaign data would support accurate reporting, budget monitoring, reliable attribution, and continued growth across markets.
The_solution
Addiko Bank implemented Accutics as the governed control layer for campaign data creation, validation, and integration.
To support continued growth, Addiko Bank consolidated campaign governance into a centralized framework for creating and managing campaign data across paid media, email, CRM, partnerships, and offline campaigns.
Accutics provided one centralized framework for creating, validating, and managing campaign URLs, short links, sitelink tracking, and dynamic QR codes. Governance rules are applied before campaigns launch, maintaining consistent data quality at the point of creation as campaign volume continues to scale.
Step 1: Standardize campaign taxonomy at the source
A central part of the implementation was redesigning Addiko Bank's campaign taxonomy and UTM logic. Accutics standardized tracking at the point of creation, helping to ensure that every campaign followed the required structure before launch.
To meet this objective, the Addiko team restructured their campaign tracking workflow around three dedicated Accutics projects: Performance, Email, and Offline. Each project is tailored to channel-specific requirements while sharing consistent taxonomy datasets across the organization. This multi-project architecture allows individual teams, including media buying, CRM, and marketing, to work within streamlined, channel-specific configurations without risking the integrity of other setups.
Step 2: Enforce role-based governance across markets and partners
Operating across five Southeast European markets from a central analytics team in Zagreb, Addiko Bank placed strong emphasis on clear, role-based access to campaign records for each market and business scope.
User Attributes, including agency and market, were combined with access groups and data isolation. This ensured that teams and partners could view only the records relevant to their responsibilities, without sacrificing the benefits of centralized taxonomy governance.
As a financial services organization, Addiko Bank also prioritized a technology setup that supports stringent data governance expectations. Accutics' EU-based server infrastructure helped align its marketing operations with internal governance standards and broader EU data residency requirements.
Step 3: Connect governed data to reporting and budget workflows
Accutics connected governed tracking data to Addiko Bank's broader reporting ecosystem.
A shared downstream connector sends standardized data into the bank's marketing data integration and transformation platform, where campaign names and tracking values are mapped to internal database naming conventions for cost attribution, performance reporting, and budget monitoring across all country operations.
For offline activity, dynamic QR codes bring billboards, events, and other physical touchpoints into the same governed structure as digital campaigns, giving Addiko Bank a more unified way to manage campaign data across online and offline customer journeys.
The_result
The outcome extends well beyond tracking efficiency alone.
Addiko Bank now has a governed marketing data control layer that connects campaign execution with attribution, reporting, and budget oversight.
Accutics provides the governed foundation that keeps campaign data consistent from creation through to automated reporting across markets and channels. As a result, Addiko Bank can maintain marketing momentum with:
- 01
Greater confidence in marketing reporting, with consistent data across markets and channels
- 02
More reliable cost attribution, creating a clearer view of campaign performance
- 03
Stronger budget visibility and control, supporting better allocation decisions
- 04
More time for analysis and optimization, with more streamlined, automated tracking processes
- 05
Greater operational efficiency, through standardized processes and governed access
Campaign data now goes beyond collection. It is structured, connected, and ready to drive action.
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