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

Multi-channel Marketing Analytics

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

  • The Best Practices for IoT Analytics

    In most ways, Internet of Things analytics is like any other analytics. However, the need to distribute some IoT analytics to edge sites, and to use some technologies not commonly employed elsewhere, requires business intelligence and analytics leaders to adopt new best practices and software. There are certain prominent challenges that Analytics Vendors are facing […]

  • European Union to revamp Cybersecurity rules

    EU last year recorded around 450 cyber incidents involving European infrastructure, notably in the financial and energy sectors, and the pandemic has highlighted Europe’s deep dependence on the internet and exposed security weaknesses.  The European Union unveiled Wednesday plans to revamp the 27-nation bloc’s dated cybersecurity rules, just days after data on a new coronavirus vaccine was unlawfully accessed in […]

  • Infosys shifting from IT services to hyper automation and analytics

    Infosys is preparing for the AI revolution, a shift from IT services to hyper automation and analytics IT major Infosys has been making progress in exponential technologies such as Artificial Intelligence (AI), a significant shift from the usual IT services. This has been further accelerated by the lockdown and subsequent need to adopt AI and cloud based […]

  • Amazon, Microsoft, Google: Platform of choice for European cloud services

    Amazon Web Services (AWS), Microsoft, and Google are continuing to blot out European service providers as the platform of choice for European cloud services, according to a new report from Synergy Research Group. The report found that while the European cloud market has more than tripled over the past three years, European service providers have seen their […]