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Customer Analytics for a leading bank in India

Customer analytics enabling improved customer engagement and improved marketing ROI.

About the customer:

South East Asia’s largest Bank with presence in 56 countries including Retail and Corporate customers.

Business Challenges:

  • Poor data quality related to customer contact details, email addresses
  • Campaigns were ineffective – multiple emails to the same customer
  • Incorrect campaigns - customers contacted for products they already have with the bank
  • Bank needed to improve customer engagement to identify dissatisfied customers and reduce churn

Solution Highlights:

  • 300+ Raw variables analyzed across 8 business dimensions
  • 10+ Model performance, stability metrics and statistics determined
  • Advanced machine learning models built to provide ‘Next Best Product Recommender’ to clients through personalized offers for cross/up sell
  • Scoring models to predict customers with high propensity for targeted campaigns, thereby improving marketing ROI

Value Delivered:

  • 54% reduction in customer base for targeted campaigns, enabling an equal reduction in marketing spend.
  • Model-based targeted campaign enabled an increased conversion of 116%, from 2.10% to 4.54% of target base
  • Top 35% customers who took a home loan and top 40% who took a car loan, were accurately predicted in the 1st decile by the model

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