About
Implementation of RTM platform allows mBank to identify client needs and convert them in real-time into effective and relevant sales offers delivered to customers immediately due to scalability of the platform that utilizes outsourced contact center.
Innovation presentation
Real-Time Marketing (RTM) Platform is a key element of the mBank marketing communication system. The platform is compound of API and access hub for external vendors (call center). From the analytical side RTM contains web analytics tool, real time engine, context marketing adjusted on the go. Thanks to these features it utilizes data from different sources to present relevant advice-like offers and communication in real-time. Such a solution provides scalability and strengthens competition between outsourced call centers.
RTM Platform answers the questions:
• How to identify the sales potential hidden in the traffic patterns?
• How can we match different data sources, e.g. card transactions, transfers, web traffic data, geolocation and others?
• How to present the numerous relevant offers at the right time in the right channel?
The above system was built by a team of IT developers, big data specialists, CRM team, data science experts and the representatives of our marketing, distribution channels and legal departments. CRM implementation was strongly supported by Accenture. As a result we are able to identify an additional 300K sales leads per month with an impressive 10% success rate.
Uniqueness of the project
What makes our RTM platform unique is that although propensity modeling and event based marketing identify precise targets, they often have a low yield in terms of sales leads - thus, we added a new element to the equation: sequence analysis (combining financial transactions and customer web tracking). This statistical method identifies over 300K leads per month, with a 10% sales success rate - an impressive improvement and source of revenue. In order to achieve such a great results using so many different data sources we integrated our CRM with external partners to maximize flexibility and scalability in the terms of real time sales campaigns. Thanks to this integration, call centers are able to act on 300K events per month, which is the key element to maximize sales and success rate. As mentioned before we are able to instantly change marketing content of client's internet banking page just when the event is detected. Apart from increasing sales that solution allows us also to minimize spam, increase customers interaction with internet banking and introduce a new standard of client communication.
