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Citigroup’s consumer bank makes $33 billion a year. Here’s how marketing contributes

Lucy Handley

Citigroup C ’s consumer bank made $33 billion in revenue last year and is hoping its digital transformation will help it continue that trajectory. To that end, Chief Financial Officer John Gerspach told investors last July that digital banking will mean a 20 percent reduction in the cost of serving its 110 million customers in the U.S., Mexico and Asia. It has used a piece of YouTube software called Director Mix to create many different versions of video ads that are shown to people online — based on where they are, what websites they are looking at and other elements that might include the weather, to make the commercials as relevant as possible.