ING 通过个性化实现 3 倍营销响应率提升
公司规模
Large Corporate
地区
- Europe
国家
- Netherlands
产品
- IBM Campaign
- IBM Digital Analytics for On Premises
- IBM PredictiveInsight
- IBM Marketing Operations
- IBM Interact
- IBM Contact Optimization
- IBM Netezza TwinFin 24
技术栈
- IBM EMM technology
- IBM Digital Analytics
- IBM Netezza TwinFin 24
实施规模
- Enterprise-wide Deployment
影响指标
- Cost Savings
- Customer Satisfaction
- Revenue Growth
技术
- 分析与建模 - 实时分析
适用行业
- 金融与保险
适用功能
- 销售与市场营销
用例
- 预测性维护
- 需求计划与预测
- 供应链可见性(SCV)
服务
- 数据科学服务
- 系统集成
关于客户
ING 银行是一家荷兰跨国银行和金融服务公司，总部位于阿姆斯特丹。其主要业务包括零售银行、直接银行、商业银行、投资银行、批发银行、私人银行、资产管理和保险服务。该银行的总资产达 1.1 万亿美元，是世界上最大的银行之一。它不断寻找改善服务和客户体验的方法。
挑战
ING 银行的营销活动面临挑战，这些活动进展缓慢、成本高昂且效果不佳。该银行没有单一的客户视角，营销活动的周期可能超过 20 周。以前的解决方案无法支持入站渠道。渠道间缺乏相关性和协调性，导致结果不佳，同时成本上升。该银行认识到需要重建其营销技术基础设施和流程，使其更加自动化、协调和个性化，并利用入站营销机会。
解决方案
ING 启动了一项客户差异化计划，将其营销组织重组为一个集中式框架，并实施 IBM EMM 技术，通过使用基于客户历史和近期互动的下一个最佳行动模型，协调和个性化跨多个渠道的营销活动。该银行已部署 IBM Digital Analytics for On Premises 解决方案来识别客户，并将该解决方案与其基于 IBM EMM 的下一个最佳行动引擎集成在一起。通过将广泛的离线客户资料数据与其网站上的客户活动相结合，ING 能够提供更加个性化的 NBA 优惠。网络活动数据用于重新排名 NBA 优惠，以传递客户最关心的信息，从而提高营销效果。
运营影响
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