1. Using Analytics to pitch
the right customer with right product through right channel

2. Communicating the need
Three interlinked elements that lead to customer experience
A. Analytics
B.Campaign
C.Fulfilment
Right data
Right analytic approach
Right Recommendation
(Right Customer/Product)
Right offer
Right channel
Right time
Right communication
Right cost
Paperless
Non Paperless
Customer Centricity
Identifying the need
Communicating the need

3. Identifying relevant product for the customer
Propensity Scores
Likelihood of taking a product based on historical data of customers of same profile B
Logical Segments
Potential basket of products based on profile and transaction behavior C
Event Triggers
Event that indicates a need of product(s)

4. Logical segments and Triggers
Enquiry
Product Purchase
Post Purchase
Product Life Cycle
A/C Behavior
Spends*
Change in
Demogs
Channel Usage
Credit
Debit
AMB
Triggers
-FD/RD about to mature (Investment)
-Loan foreclosure (New Loan)
-Weeek day/Weekend spends (Card Offers)
-International on cards (Forex)
Adhoc statement request (Loans)
Travel Insurance (Forex Services)
Increase in salary
Significant debit/credit in a/c
Drop/Increase in AMB
- Change in address (AL/TWL)
- Lifestage -Wedding,Medical (Loan cross-sell)
-FD booked thru branch (Migration)
-ATM withdraw (Activation)
Segments
Paying EMI for Car Loan to other banks
Payments made to builder,
jewellers
- Premature closure of FD
CIBIL Enquiry for loan cross-sell
Recently bought a Home (PL)
Repeat AL
Spend on Fuel, Auto Service stations
-Adding a joint account holder
-Residing in affluent zip code
** Mode: Online/Offline, Type: Chq/CC/DC, Category: Travel , Medical etc.

5. Available for Campaign
Next best offer at customer level
Customer
Prd 1
Prd 2
Prd 3 C1 AL CC PL C2 FD C3 RD C4 C5 C6 . C7 C8 C9
C10
C11
C12
C13
C14
C15
C16
C17
C18
C19
C20
Identifying the need of the product
Triggers based on immediate transactions
Propensity scorecards
Behavioral Segments basis transaction
Mapped and prioritized at each Customer
Available for Campaign

6. Customer Response to Campaigns
Communicating the need
Customer Response to Campaigns
Usage of Channels
Availability
Standard Dedupes
Opens > Clicks > Leads
Each customer has been
assigned top 3 preferred channels
Channel Usage – Net Banking, ATM, Mobile Banking, Branch, Phone Banking
Availability of valid , mobile number & landline number
DNC
NDNC
Customers with history of SMS bounce (LTD base) will not be contacted through SMS

7. Communicating the need at the right time
For all weeks, opened are higher for Thursday/Fri/Sat as compared to Monday/Tue/Wed.
Nearly 86% customers open s within 48 hours of receiving it.
Both Savings and Salaried customers exhibit this behavior.
Within 24 Hours
*This information is provided for illustration and discussion purpose only and does not reflect the actuals.

8. Details on value delivered
Details on Business Impact
Details on value delivered
Core business impact
(please detail)
Customers who are analytically recommended and are campaigned to, show 2x – 4 x higher conversions
(Please refer additional slide – attached)
Support business impact
Improved share of wallet
Cost Optimisation:
Campaign Mix : Silos / Bundled
Channel Mix : channel preference basis campaign type, reminder strategy , AB testing on display / open rates
Offer : Nature of Offer / Value / mode of redemptions

9. Impact of recommendation on campaigns
Product A
Product B
Product A
Product B
Product A
Product B

10. Thank You