MKC Creates Marketing Intelligence and Cost Savings
Challenge
FIN, a market leader, with operations in over 50 countries, provides a diverse set of products and services including retail, commercial and investment banking, financial services such as credit cards, home & auto financing, treasury & securities, financial transaction processing, asset & wealth management, and private equity. In order to retain leadership and increase market share, FIN’s Alpha division needed a tool to continually refine and enhance marketing intelligence.
Solution
FIN engaged Data Square to build a Marketing Knowledge Center (MKC) that would help a) align sales, customer, and incentive plans; b) defend against aggressive actions by competitors and take advantage of competitor weaknesses (e.g., service delivery, mergers, branch closings); c) cost-effectively target, execute, and assess campaigns, business as usual processes and triggered strategies to maximize customer acquisition & loyalty; d) provide information-driven strategies at the customer, LOB X-sell & prospect level and e) obtain analytically derived insights regarding the entire relationship (breadth, depth, and stability) and right channeling for existing customers.
Results
The MKC was able to merge over 100 disparate data sources, with additional transformations, summarizations and integration at progressively higher levels, into a single flexible, scalable and automated platform that provided a holistic view to facilitate execution in a much more timely fashion, making it proactive and reactive to other front lines to support both local marketing and sales optimization. The MKC enables automatic refreshes with the click of 3 buttons, including a built-in audit process against pre-set and and manual benchmarks, cutting down the need for over 30 people and reducing the time required to execute by 30 – 90 days.
