Innovation Bank is listed among top-5 retail banks in Belarus and is known for its high-tech approach. Bank decided to utilize Data-Driven Approach starting from the sales improvement of its main product - “Smart” Card - Credit Card for everyday usage. “Smart” Card allows the holder to purchase goods using the bank granted overdraft for the amounts from 100 to 5000 Euro (0 interest rate for 18 months). “Smart” Card grants 2% cashback on the purchases in the Partner Network (about 10,000 among Belarus) in case of usage customer’s own funds. Main goals for the project were: increase the number of new “Smart” Card users; increase transactions per day for a single user; predictive analysis of future transactions; customer’s services & proposals personalization and customization; customer’s satisfaction level improvement; creating agile and market-driven business processes; innovative approach in business process optimization.
Innovation Bank was willing to achieve the mentioned aims by implementing Data-Driven Approach. We have increased the amount of “Smart” card usage among current users and attracted new customers. We have made Data Extraction & Warehousing of all bank transactions for 1 year; retrieving the user’s who don’t have “Smart” Card. Based on these data a great Data Dashboard was built with information about sales amounts, dates, locations, frequency, purchasing interests, user types, and etc. Then we calculated how much money would customer save if he/she was using “Smart” Card (for example, 10,000€ per year in Partner Network will grant 200€ cashback) and started automated personalized email/call campaign for each user, who do not have “Smart” Card. The message was like: "You waste 200€ per year not using “Smart” Card". By the end of the campaign, we gathered and analyzed all results, and made A/B Testing identifying the exact sales increase.
Within the project was implemented a system of tracking users’ purchases and geolocation of the shops to identify if the shop is included in Partner Network of Innovation Bank. To make an effective marketing campaign was created automatic generation of marketing emails with a personalized proposal based on users’ history.