The bank didn’t want to rely on their consumers to identify their preferences but wanted to develop Customer DNA profiles based on information available inside and outside the bank. The information identified was located in various source systems inside and outside the bank. The internal information included credit card transactions, debit card transactions, merchant information and logs of the mobile devices, and the external information included social data from a variety of sources.
All recommendations needed to be available in real-time, in order to present the right offers at the right time and location. For that number of users, and with the assumption that for each user 500KB of data per month will be logged, the amount of data was too high for conventional systems. Additionally, gathering data and recommendations was preferred to be as close to each other (and not in different systems or technologies).
The result is a mobile app, as well as a number of administrator screens, so that personalized offerings are pushed towards the credit card holders. Using NGDATA’s CDP, the bank is able to realize a LIFT between 50% – 100%, resulting in significantly increased redemption rates.