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

Sign in

India's largest platform for AI & Analytics leaders, professionals & aspirants
Become a Thought Leader
Become a 3AI Member

Sign in

3AI Digital Library

< Go Back

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

  • Mirae Asset Launches $35 Mn Early Stage Fund For India

    The Mirae Asset Venture Opportunities Fund will have an average ticket size of $2 Mn – $4 Mn The early stage fund will back up the Mirae Asset-Naver Asia Growth Fund, which was launched in 2018 Besides its new early stage fund, Mirae Asset has invested in Ola, Bigbasket, Zomato, Shadowfax and other Indian startups […]

  • Human Behavior & Human Data: Beyond Big Data

    In recent years, there has been a lot of hype around “big” data in the marketing world. Big data is extremely helpful with gathering quantitative information about new trends, behaviors and preferences, so it’s no wonder companies invest a lot of time and money sifting through and analyzing massive sets of data. However, what big data fails […]

  • New 2D tag with AI authentication to spot counterfeit products Faster & Accurately

    The authentication process takes under 3.5 minutes to complete, and involves scanning the tags under an electronic microscope to obtain the PUF pattern, which is sent to the AI-driven software for validation. A new anti-counterfeiting technique uses two dimensional (2D)-material tags along with artificial intelligence (AI)-driven authentication software, and promises to deliver faster, more accurate […]

  • Using AI to Outwit Malicious AI

    Robust Intelligence is among a crop of companies that offer to protect clients from efforts at deception. IN SEPTEMBER 2019, the National Institute of Standards and Technology issued its first-ever warning for an attack on a commercial artificial intelligence algorithm. Security researchers had devised a way to attack a Proofpoint product that uses machine learning to identify spam emails. The system produced email headers […]