Big Data Analytics Drives Bank’s Modern Marketing Campaigns

Challenge

Answers needed for some major business questions

This leading regional bank sought greater insight into key business questions around loyalty, digital marketing and campaign effectiveness for their retail banking division.


Solution

Measurement + Integration = Insights

Clarity’s approach includes measurement of campaign effectiveness by newly defined “microsegments” combined with the integration of disparate web log information, producing insights not previously available due to technology and process limitations.

Outcome

Campaign & digital marketing effectiveness

This advanced analytics and big data effort enabled an enriched view of the bank’s digital marketing efforts, delivering insights including campaign and digital marketing effectiveness by segment, product relevance by segment, and overall customer behavior.   

The client has also leveraged this information to launch strategic investments in customer experience and a big data platform to drive market growth.

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Technologies

hadoop
apache spark

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