Improvement in Marketing Campaign Effectiveness for a leading Bank - Helped a leading Indian bank improve their Next Best Customer Action by leveraging Customer 360 for analytics driven customer segmentation.

1. Case Study
The customer is one of India’s leading private banking institution with over USD 70 Billion
in assets.
HUGE LEAD
TIME TO
RUN
CAMPAIGNS
LARGE
DATA SETS
LOW
UNDERSTANDING
OF CUSTOMER
LIMITED
VARIABLES
www.aureusanalytics.com
QUICKER
PROCESSING
FASTER
ROLLOUT
ACCURATE
MARKETING
CAMPAIGNS
Improve marketing campaigns by fine tuning the next best action
Aureus Approach
ResultProductVariables
Advanced Segmentation
Risk Profiling
Scoring
Sentiment Analysis
Demographics
Psychographic
Social
Geographic
Transactions
Portfolio
Interactions
200+
Variables to Drive
Next Best
Action

2. The Challenge
The client had a long running marketing campaign management process that was run for only
a very small percentage of the customer base, which was primarily the HNI segment. The
process to identify the next best action took about many days, which introduced delay in the
action ability of the insight.
Aureus Analytics bought in Customer 360 (C360) to help the client leverage advanced
segmentation capabilities across its volumes of customer data. C360 enables the bank to run
marketing campaigns based on real time customer interaction and transactions. It’s
advanced risk profiling and sentiment analysis helps the marketing team build campaigns
that are as close to one to one marketing as possible. The bank was leveraging variables
across demographics, psychographics, geography and social channels to build campaigns.
C360 took these variables and supplemented them with additional derivatives to develop
hundreds of variables that would drive the next best action.
C360 considered customers across 7 life stages from pre-acquisition to old timers, 10 socio
economic clusters and over a few terabytes of data.
The Approach
How did it help to the Client
Web: www.aureusanalytics.com Email: info@aureusanalytics.com
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7x Scalability: The bank was able to scale its next best action
process to cover nearly 7 times the customer base as before.
80% reduction in processing time: The marketing team could
run campaign models in hours as opposed to days earlier.
30x Improvement frequency: in The bank moved from
running the process from once a month to once a day