Cequity’s marketing solution for
the Retail banking industry.
Regulatory pressures, lower margins, increased competition, need to
control reputational and operational risks, demanding customers, etc are
the new norms of the Banking industry. While banks have elements of
these capabilities today, substantial investments and enhancement will be
required by the Banks globally between now and 2012. Major Banks have
already begun the process of reinventing themselves to deal with
these issues.

To make their vision of the future a reality Banks will need to address the following imperative.
How do I increase customer value?
How do I increase my share of wallet?
How do I enhance customer experience and then maintain it?
How do I increase efficiency in operations?
How do I migrate customers to electronic channels of Retail Banking?
How do I identify my risky customers?
A large Bank in the US by recognizing and responding to changes in customer activity each day has helped them in increased
deposits and profits. This was possible because of a clear understanding of their customer data and ability to quickly interpret
customer data which will help them to retain and give better service to its valued clients.
Banks are currently giving increased priority to projects such as channel renewal and Customer Data Integration (CDI) projects.
Recent research with leading U.S. banks showed that 20 percent are now seeing increased sales as a direct result of their
investment in CDI and the improved links they have built between their call-centers, web-sites and local bank branches.
Turning insight into action – Using Cequity ACE™
The need of the hour therefore is an integrated approach to marketing strategy, development, delivery and measurement across the
marketing mix along with technology which can improve business impact and sustain the growth especially in the Retail Banking
sector, Marketing also requires very fast access of multiples streams of data from various sources and even quicker conversion of
that raw data into insight & action. This integrated approach can help the Banks in:
Acquiring and maintain a 360 degree view of the customers
Acquire and grow profitable & loyal customers across products and channels
Understand who my profitable customers are and what makes them profitable
Optimize marketing investments
Maximize customer share of the wallet
Increase customer depth and product depth across Bank’s portfolio etc
Reduce attrition and increase satisfaction among my customers
Market in real time and react quickly to changing needs of customers
That is why we have built our Cequity ACE™ suite powered with domain expertise and process excellence by adding Intelligence
to Information.
Cequity ACE™ has been designed especially for the Retail Banking industries that has millions of customers and are also rapidly
building their acquisition engines, thereby ramping up customer data constantly. Cequity ACE™ provides users with a ‘ready to use’
database without the overheads of IT infrastructure & management.
It can deliver rapid data segmentation through to comprehensive analytics, campaign management and measurement & reporting.
This data, coupled with decision-science tools allows it to predict long-term value and thereby enable it to target marketing and
service programs at individual customer preferences or needs.
Cequity Ace SnapShot™ - Allows you to create a single view without investing in an expensive Data warehouse.
LTV Model
IVR
Acquisiton Model
Retention Model
Attrition/Dormancy Model
Channel Migration Model
Core Customer Profitability Model
Data Mart
Clearing System Banking ATM/POS Cross-sell, Up-sell Model
or Data
System
Warehouse
Campaign Management
Offer Management
Marketing ROI
Web and Dashboards
Mobile Banking Measurement and Reporting

Cequity ACE™ is able to consolidate and merge this data into a ‘single view of
Retail Banking Industry
customers’ with a consistent format making it easily accessible and functional for a
Solution Functionality
variety of marketing purposes. The resulting single view will provide a more complete,
up-to-date picture of each individual customer, enabling you to maximize your
marketing potential.
Cequity ACE AnalyserTM
Cequity ACE™ is different. It’s built with the marketing user in mind. Its unmatched allows you to profile, segment
ease of use, customization and flexibility turns business intelligence into something and analyze the attributes, metrics
users can usually convert insight into immediate marketing action. and behavior of customers and
prospects over time
Our Solution Components
Cequity ACETM is a robust industry marketing system that is scalable to any size.
Managed Analytics
The system is comprised of the following fully integrated modules designed to
Visit patterns such as recency,
be configured to meet your specific marketing needs and to be extended as your
frequency, month on book
business expands:
value etc
Marketing Data Mart/Data Warehouse – All customer attributes, all financial Customer acquisition
transactions, customer dialogue etc linked with campaign history and response, and retention
including data quality processes and computation of a broad array of customers Current Annual Value
and marketing metrics. Demographic, geographic and
Cequity ACE Enterprise – maps data from the core banking system and other psychographic attributes
systems into the Cequity ACE™. Share of Customer Wallet
product wise and income wise
Cequity ACE Analyzer™ – will give insight into the characteristics and behaviour of
customers and prospects. The information is converted into insight that will shape the
nature and effectiveness of your marketing initiatives through proper segmentation
Cequity ACE CampaignerTM
and profiling. you plan, schedule, set-up and
execute sophisticated marketing
Cequity ACE Campaigner™ – delivers campaign planning and management
campaigns and promotions to
functionality, allowing you to transform the insight and intelligence gained from customers and prospects
Cequity ACE Analyzer™ into actionable, repeatable processes for customer
acquisition and retention.
Cequity ACE Reporter™ – seamlessly integrated with MS Excel enables you to
easily define, produce and update complex multidimensional list reports. Reports Managed Campaign Management
can be readily formatted using standard MS Excel functionality and subsequently Highly segmented marketing
distributed and deployed as MS Excel workbooks or as HTML pages. audiences
Multi-channel, integrated
campaigns
Additional Features Multi-wave logic
Closed-loop campaigns based on
Cequity ACE™ is built on a platform called Column based database customer response/activity
technology (CBDT) which allows incredible speed to answer marketing Personalized offers and offer
queries. Cequity ACE™ can potentially scan 50 to 80 million records per
amounts
second and thus provide answers at the “train of thought”.
Marketing users can slice & dice data easily and convert any number of
“business hypothesis” into validated data within seconds. Queries that Cequity ACE Campaigner TM
would have taken them days or months to get can now be accessible
measures and analyzes the
using “drag & drop” functionality. Users can create and modify dashboards
incremental financial performance of
in minutes with minimum support from IT. Cequity ACE™ full interactivity
all marketing activities by campaign/
and collaboration empowers users.
promotion, marketing channel, offer
The open architecture is designed to leverage existing technology
to individual customer or any other
investments and is compatible with all major database systems including
segment of customers.
Oracle, SQL Server, DB2, Teradata and Netezza.
Cequity ACETM is a scalable solution. Banks can enjoy the marketing
performance benefits of the system. The extensible, component
based architecture enables implementation of a solution that is
right-sized and right-featured for your gaming business needs. Measurement and Metrics
Marketing ROI
Cequity ACE™ is a flexible solution that allows a business to subscribe to
Response, offer redemption and
only the features they need, when they need them. This pay-as-you-use
promotion participation
model enables business to adapt the solution to their needs.

Key Benefits
Cequity ACETM clients have used this system in order to increase the insight into customer behavior and the precision of their direct
marketing, such as aligning offer amounts to individual customer profitability.
Increased marketing ROI
Increased direct offer response
Increased retention of the most profitable customers
Increased player wallet share
Increased market share
About Cequity
Customer Equity Solutions (Cequity) Pvt. Ltd. is an IT-enabled Customer Experience Management Company which will help
enterprises improve marketing performance and accelerates customer relationships.
We help enterprises by combining data, technology and services to build actionable analytical marketing frameworks, optimize
marketing performance and accelerate real-time customer engagement. Thereby, enabling greater ROI on their marketing
technology investments. Cequity brings a blended perspective which allows companies to bring the power of Marketing automation
technology to business problems. Our services include:
Customer Management Consulting
Managed Analytics
Marketing Database Solutions
Managed Campaign Management Services
Marketing Operations and Measurement Services
Event Driven Marketing Services
Contact us:
Customer Equity Solutions Pvt. Ltd.
InDIA USA
Mumbai Office: Chicago Office:
105-106, 1st Floor, Anand Estate, 189-A, Sane Guruji Marg, 626, Grove Street, Evantson, IL 60201
Mahalaxmi, Mumbai-400 011, India
Phone: +91 22 23000133 / 23054039, Fax: +91 22 23053809
Website: www.cequitysolutions.com Email: info@cequitysolutions.com