India's largest platform for AI & Analytics leaders, professionals & aspirants

Sign in

India's largest platform for AI & Analytics leaders, professionals & aspirants

3AI Digital Library

Beyond Basic Clickstream Analytics

August 17, 2020

5th Largest Bank in USA

Problem Statement

  • With customers adopting more channels to interact with the bank a 360degree view of the customer is the need of the hour
  • There are multiple sources of data in a banking scenario, with the volume being very high.
  • The data sources are not homogenous in nature, some are legacy systems some online channels some offline channels etc.

Analytics Led Approach

  • Considering data Storage, retrieval and query processing time for online – offline data integration Adobe Insight was found to be the better suited as the solution
  • Integration of the non homogenous data sources: :with Adobe Insight integrate online and offline data
  • Online Analytics – Adobe Site Catalyst
  • Target Marketing & Offer Management – Adobe Test & Target
  • Multi-Channel Analytics – Adobe Insight
  • Recognizing customers using common key across multiple channels and storing Analytics data on a Cloud in a secured way
  • Building unified online & offline data store
  • Building Personalization through segment identification and content /marketing relevance

Business Impact

  • Leads analysis, path analysis, particular campaign analysis
  • Increased product adoption due to Cross sell & Upsell
  • Increased ability to examine the effectiveness of campaigns across channels , ultimately affecting the conversion and revenue impact of cross-channel campaigns 
  • Insight is able to provide customer segment exports to targeting platform Adobe Test & Target
  • increased effectiveness in customer targeting,
  • upsell & cross selling campaigns optimized
  • Insights on customer segment buying behavior

Critical Success Factors

  • Insight provides 1k leads per hour to the Salesforce team for lead tracking: based on abandonment from web
  • Benefits to the Bank as highlighted in the Forrester Research paper
  • Achieved risk-adjusted 3 year ROI of 25%.
  • Reached break-even on the investment within one year
  • 10.5% increase in NPV due to changes based on A/B testing

    3AI Trending Articles

  • Google investigates ethical AI team member over sensitive data handling

    Google’s diversity efforts have been questioned by employees and adds to years of angst, including several resignations and firings in the AI department. Alphabet Inc’s Google is investigating a member of its ethical AI team and has locked the corporate account linked to that person after finding that thousands of files were retrieved from its […]

  • Blockchain-Based Stock Exchange in Japan by 2022

    The exchange reportedly planned by SBI and SMFG is expected to be the first of its kind in Japan. SBI Holdings has reportedly partnered with Sumitomo Mitsui Financial Group (SMFG) to launch a digital stock exchange slated for spring 2022. SBI and SMFG are expected to launch the platform in Osaka to compete against the […]

  • JPMorgan Completes Live Intraday Repo Transaction using Blockchain


    Investment bank JPMorgan says it has completed a live intraday repo transaction using a blockchain solution that will soon see a commercial launch. The repo trade was carried out between JPMorgan’s broker-dealer and banking entity, the bank announced Thursday. The blockchain application used was developed in-house by the bank’s blockchain business arm, Onyx, and is said to […]

  • Barco unveiled its largest global Centre of Excellence for software innovation and R&D in India

    Professional visualisation and collaboration technology leader Barco on Wednesday unveiled its largest global Centre of Excellence for software innovation and R&D in India. In keeping with the hybrid workplace model, the new facility in Noida is designed to enhance productivity and features a common lab area offering flexibility for expansion or addition of new labs. […]