India's largest platform and marketplace for GCC & AI leaders and professionals

Sign in

India's largest platform and marketplace for GCC & AI leaders and professionals
Become a Thought Leader
Become a 3AI Member

Sign in

3AI Digital Library

< Go Back

Multi-channel Marketing Analytics

3AI August 17, 2020

A leading US Bank

Problem Statement

  • Initiative to track 360 degree view of the customer experience on the Bank’s online and mobile channel
  • Need to gain better visibility around the effectiveness of varied sales and marketing initiatives

Analytics Led Approach

  • Real-time online analytics using Site Catalyst
  • Reports showing detailed information on purchasing metrics, customer loyalty, campaigns, visitor profiles etc.
  • Data analysis from multiple data sources (both online and offline) to gain actionable customer intelligence
  • A/B or Multivariate testing of various campaigns for targeted marketing

Business Impact

  • Achieved risk-adjusted 3-year ROI of 25%
  • Reached break-even on the investment within one year
  • Realized total (risk-adjusted) net present value of $771,560
  • 10.5% increase in NPV due to changes on the organization’s home page based on initial A/B testing

Critical Success Factors

  • Understanding of end-to-end marketing lifecycle
  • Expertise in various marketing analytics products – Site Catalyst, Insight and Test & Target
  • Innovation led delivery- creation of standard dashboards instead of manual reporting for improved efficiency

    3AI Trending Articles

  • Preparing your Business for a Data Revolution

    Featured Article Author: Sidhartha Shishoo, SG Analytics Businesses are gaining the ability to gather data at an unprecedented pace. The Internet of Things (IoT), unstructured data from media, social media, and other digital activities like product purchases and consumer reviews are driving this. Companies now have mountains of data at their disposal, but the knowledge […]

  • Automated Quality Excellence Framework for Data Science Modelling

    Featured Article: Author: Abhishek Sengupta, Walmart Global Tech India Introduction:  A necessary but often tedious task data scientists must perform as part of any project is quality assurance (QA) of their modules so as to prevent any unforeseen incidents during deployment. While Quality Assurance and Excellence is quite prevalent in Data Engineering, QE in Data […]

  • Driving AI Adoption: An 8-Step Blueprint for Your Team’s Success

    Featured Article: Author: Ganes Kesari, Innovation Titan A Telecom major was grappling with high customer attrition. The firm was one of the largest Telecom companies in the world and a market leader in Asia. The marketing team’s heuristics-driven approach to customer retention was dated and ineffective. Reviewing the business performance in a weekly huddle, the […]

  • Practical insights and best practices for Fine Tuned LLM based use cases for Governed Enterprises

    Featured Article: Author: Aditya Khandekar, President, Corridor Platforms India Objective There has been a lot of hype around Large Language Models (LLM) and their potential, but harnessing them to build real-world enterprise grade use cases is hard. This blog highlights key best practices and insights for building LLM powered use cases with a working example. […]