How ING use spatial analysis to drive Residential Real Estate decisions
Company Size
1,000+
Region
- Europe
Country
- Netherlands
- Spain
Product
- Elige Bien tu Barrio
Tech Stack
- CARTO platform
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Brand Awareness
- Customer Satisfaction
Technology Category
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- Finance & Insurance
Applicable Functions
- Sales & Marketing
Use Cases
- Supply Chain Visibility
Services
- Data Science Services
About The Customer
The ING Group is a Dutch multinational banking and financial services corporation headquartered in Amsterdam. One of its primary businesses is retail banking and with total assets of US$1.1 trillion, it is one of the biggest banks in the world. ING consistently ranks among the top 30 largest banks globally, and has become well known for its high quality customer experience and commitment to innovation. Their philosophy of doing things differently has driven them to be one of the leading banks across Europe, with almost 4 million clients in Spain, as well as building a reputation to be a leading bank for mobile services. ING group is currently present in over 40 countries, providing services to more than 38 million customers through its network of 52,000 professionals.
The Challenge
ING’s marketing team wanted to provide an added-value service that would allow consumers to select their neighborhood with more location-based context, based on their own individual needs and characteristics. They noticed that their clients were often focusing on key property information such as square meters, the number of rooms, recency of renovation, or even how much sun it gets, rather than focusing on the location. They wanted to create a neighborhood selection solution, that would allow their existing and potential clients to find the perfect neighborhood for them, based on their needs, preferences and budget. The challenge was to gather and present information in a clear way for consumers, allowing the user to gain new insights from high volumes of spatial data in 5 cities, going beyond simply displaying Points of Interest on a map. The solution also needed to work seamlessly on mobile devices, creating a design that would ensure the mobile experience would be just as intuitive for users.
The Solution
ING decided to create a neighborhood selection solution, named “Elige Bien tu Barrio”. A web application was created on the CARTO platform which integrates housing data, services, and demographics so that ING could retain and attract more B2C clients by providing more value to them in their pursuit to become homeowners or move neighborhood. The tool brings together multiple data sources so that users can find the perfect neighborhood based on more than 15 variables, including budget, neighborhood housing supply, neighborhood demographics, and points of interest. Users can answer a short 6 question test to help them to discover the perfect neighborhood to meet their needs, or they can generate a map visualizing up to 24 different variables. This solution has changed the way ING helps users to search for a new home, evolving away from more traditional platforms that focus on property characteristics.
Operational Impact
Quantitative Benefit
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