About
We formed a “marketing brain” which creates relevant, contextual, consistent and personalized interactions with customers.
Innovation presentation
The concept of our project is to form a marketing brain which creates relevant, contextual, consistent, and personalized interactions with customers across all channels by employing advanced analytics, machine learning and real-time data. The reason behind the project is to transform our sophisticated marketing & campaign management infrastructure into a decision hub which unifies marketing decision management consistently and acts like a brain with memory and predictive intelligence. “The brain” analyzes a complex set of structured and unstructured customer data, derives crucial customer insights that drive coordinated real-time decisions, and intelligently provides the right offer to the right customer at the right time despite of the number of our customers, complexity of channels and the number of offers presented. It also integrates adaptive decisioning models and batch propensity-to-buy models which were developed in-house, and “learns” from customer responses and becomes more intelligent about how to interact with customers effectively.
The changing needs and expectations of our customers and their desire of having a contextual, relevant, and consistent experience across on all channels was our main inspiration.
Digital Banking, Marketing, Enterprise Architecture, Data Management, and software development teams are involved in this project.
After the launch, average monthly positive soft response rose up to 960k, with a 32% increase in performance.
Although we do not have any public information on state of competition in this manner, we have important competitors in banking sector, and the competition drives us to always build for change and for differentiation.
Uniqueness of the project
Our project is unique in terms of scale, sophistication level, depth of our analytical capabilities, volume, variety, complexity of customer data used and business outcomes.
