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Areas of application and market overview
Card business is a significant source of revenue for financial institutions
EUROPEAN BANKS GENERATE AROUND 59 BILLION EUROS FROM IT
For many banks, payment cards also represent their customers’ daily interaction with the institution and are therefore an anchor product and important customer loyalty tool.
IT IS BECOMING INCREASINGLY COMPLEX TO GENERATE REVENUE IN THE CARD BUSINESS
Due to new competitors, regulatory conditions, and changing customer expectations, current revenue components are under pressure. The main sources of revenue – the annual fee and foreign fees – are on a downward trend.
- In 2019, the European card business saw 89 billion transactions with a volume of €3,541 billion
- Card payment transaction volumes grew by an average of 6 percent per year between 2015 and 2019
Source: Roland Berger Payments Model
Existing approaches and methods no longer work
Face-to-face on-site banking in branches is increasingly being replaced by online banking only. This requires banks to offer their customers the same online experience that they have come to expect from face-to-face consultations. If they fail to do so, they risk inactivity or even termination.
which mostly use CRM data as a basis to understand and serve customers, miss the increasingly demanding needs of customers.
is effective, but not enough. Automated actions based on partial data can help, but often lead to mistakes as customers’ behavior is misinterpreted.
BANKS NEED ALTERNATIVES TO DEFEND AND EXPAND THEIR CARD BUSINESS REVENUES.
Increase card business success with personalized customer targeting along the lifecycle
By leveraging generated transaction data from the card business and supplementing it with additional, external data, banks can gain better understanding of their customers at every point in the customer lifecycle, identify specific occasions for customer engagement, and make personalized customer offers.
Benefit from our best practices with credit card providers and use all your data to leverage revenue potential and make faster and smarter decisions. Benefit from our solutions along the entire customer lifecycle:
Customer value management by calculating the value of your customers throughout entire their lifecycle
Generate relevant target groups at the touch of a button by connecting CRM data and credit card data
Understand your customers and their behavior through a wholistic view of their data
We support you in all phases of new customer acquisition. With personalized product pages and conversion-optimized landing pages and application sections.
- Fewer abandonments in the sales funnel through optimized application paths
- Optimized lead generation
- Conversion optimization on landing pages through personalization
- Optimization of product pages through AI-based personalization
27% MORE CREDIT CARD CLOSINGS
THROUGH MULTI-CHANNEL OPTIMIZATION
- New customer acquisition across all existing marketing channels
- 80% visitors via mobile devices
- Completion should take place directly on the landing page without application process
- Use of a neural network algorithm to process all channel information
- Development of dedicated mobile landing pages
- Integration and transmission of all form data on the landing page
In the card business, nothing is as important as active customers. We help you onboard your new customers in the best possible way, reactivate inactive customers and further optimize active customers in order to increase the profitability of your business.
EMOB welcome activation through standardized multi-stage activation measures after signing up a new customer
- Activate customers through automatic incentivization or partial payment offer at the right time
- Increase customer spend through automated right-fit campaigns & incentives
- Increase usage of Apple Pay, Google Pay or 3D Secure by providing information at the right time
- Activation through Spend & Get campaigns or increase of the limit
ACTIVATION AFTER WELCOME
- Automation of customer activation
- Activate customers who became inactive or never became active after welcome campaign
- Different incentives for different customer profiles are sent via email
- Additional optimization of the best approach in image + text per customer using Machine Learning
Up- and cross-sell
Acquiring a new customer is approximately 5 times more expensive than selling an additional product or an upgrade to an existing customer. By using Machine Learning, Adtelligence optimally supports you in making the right offer to your existing customers at the right time.
- Optimization of multi-channel campaigns through personalized content that is automatically optimized for each user.
- Cross-sell – customers who bought this, also bought that
- Upsells by calculating category correlations
INCENTIVIZATION OF CARD USAGE
Cross- & Upsell Merchant Categories
- Incentivize card usage through category-based emails
- Credit card upsell on premium card
- Cross sell of partner offers
- Based on the transaction data, personalized information and incentives in the form of sweepstakes, cashback, etc. are sent to the customer by e-mail at the right time
- The system calculates the same and next best category for this purpose
Customer uses the card a lot in the “Food & Drink” area and receives information about partner offers as well as about the advantages of a premium card when using the standard card.
Retention & churn prevention
Often, providers don’t react until it’s too late and customers have already churned. Adtelligence helps you know if a customer is going to cancel before they do and automates countermeasures with you.
- Reactivation of inactive customers by analyzing behavior and communication based on their needs.
- Loyalty campaign management by automatically identifying customer actions that will be rewarded
- Automatic rollout of anti-churn campaigns through early detection of inactivity based on actual transactional behavior
- Re-engaging long-term inactive customers
- Creation of different email variants (car, fashion, travel, etc.)
- Usage behavior of specific customer profiles is determined on the basis of active customers
- Inactive customers receive the mailing version that corresponds to their profile
"With Adtelligence, we are able to launch campaigns immediately and automate the conversion of new and existing customers. We eliminate all manual work so our team can focus on creating business cases. The software runs the campaigns and automatically learns what is working and what is not."
In 6 steps to personalized customer targeting
QUALITY OF DATA AT A GLANCE
A clean database is the cornerstone of success.
- Multiple data sources are merged
- The data quality of your data sources is automatically checked
- You can clearly see which customers you may address via which channel
- Weaknesses or errors in your data become directly visible
- You receive concrete recommendations for action to improve your data quality
GDPR/DSGVO & CONSENT MANAGEMENT AT THE PUSH OF A BUTTON
The prerequisite for processing user data is consent under data protection law. Adtelligence’s software helps with this by automatically checking data and evaluating opt-ins in real time.
- You receive direct statements about your data protection (GDPR) compliance
- You learn in real time which customer has given which opt-in on which channel
- You are directly ready to go for the next marketing campaign – without surprises!
CUSTOMER VALUE MANAGEMENT
- See at a glance how your users have evolved since the beginning
- Detect inactivity over a period of time in pre-built cohort analyses
INDIVIDUALIZE SALES PER CUSTOMER GROUP
Analyze & segment your customers with a quick & easy self-service user interface at the touch of a button.
- Create target groups quickly and easily
- No IT resources required
- Customize sales for each customer group to increase revenue
CAMPAIGN MANAGEMENT & TARGETING
Schedule and send campaigns automatically across all your channels.
- Easily configure campaigns with drag and drop
- No repetitive effort – once set up, campaigns run fully automatically
- Define completely individual targets that are automatically included in all reports
FREQUENCY CAPPING AND CHANNEL CONTROL
- Easily control which user should receive which campaign via which channel
- Limit the sending of different campaigns
- See audience size per campaign or per campaign in dependence with all campaigns at the touch of a button
AI BASED AUTOMATION
Automatic optimization of content via AI
Trigger the right action at the right time, without much manual effort, through intelligent algorithms.
Even within a target group of a specific campaign, different customers have different needs. With Adtelligence, you can configure optimization in 4 clicks to ensure the right targeting is directed to the right customer for a campaign.
INTEGRATED PERFORMANCE REPORTING & AUTOMATIC LEARNING
Get the report with the key figures that are important for you at the push of a button. By constantly updating the data, it is possible to measure the direct success of your campaigns.
- Evaluate not only click & open rates as a campaign goal, but also the actual goal (e.g. a transaction or a product purchase)
- Targets freely configurable by you
- Overview report for all campaigns as well as detailed report for each individual campaign
- Reports perfectly “pre-designed” for your business cases
Solutions for credit card providers
Individual requirements in the customer lifecycle of bank customers must be mapped individually. The Adtelligence platform offers various possibilities to illuminate the relevant KPIs of the payment sector and to execute targeted measures.
Understanding customer interest
- Benchmark each target group with your average customer for a direct understanding of what characterizes a target group.
- See which customers use credit cards for what purpose.
- E.g. only for booking travel, or only for withdrawing money.
Identifying customer segments
- Adtelligence automatically generates customer segments per product category from credit card transactions and their merchant category codes.
- The MCC market standard has over 1000 categories, Adtelligence has merged them into 50 understandable & usable categories
Categorizing transactional behavior
- TOP categories and benchmarking
- Compare all categories and their transaction volume and revenue with each other
- “Customers who bought here, also buy there”
- Transactions are automatically categorized into meaningful merchant categories
- Next Best Actions are generated based on the customers’ spending behavior
- Similar customers are found on the basis of past data and communication is automated
SEE WHICH MERCHANTS AND CATEGORIES GENERATE THE MOST REVENUE
Adtelligence additionally categorizes all transactions into online & offline transactions and shows you differences in online and offline usage behavior.
How to use our service
HOW DO THE FIRST WEEKS GO IN DETAIL?
What is the difference to a BI system?
Adtelligence, the link between two worlds
Traditional multichannel marketing is automated with Adtelligence: Adtelligence automatically & continuously creates and uses insights to turn them into automated campaigns
Where are the emails created?
- Texts and images (email variants) are still created in email tool
- Email variants are automatically synchronized with the Adtelligence platform
- Campaign is created in Adtelligence system and at least one email variant is selected from email tool
- Adtelligence sends daily information about which email should be sent to which customer to email tool (user ID and email variant).
- Email tool then reconnects the user ID to the actual name and finally sends the e-mail campaigns
How do I set up a campaign, manage it and measure its success?
Easy setup of a campaign
- Easy configuration of target groups via drag & drop e.g. customers who have more than X transactions in a category and are over 50 years old
- Set exclusion criteria per campaign – customers who have already received more than e.g. 5 campaigns this month automatically fall into no target group anymore
- Configure the success criteria: transactions in certain categories, email opens, or clicks in email
Integration of the content and optimization of the address
- The individual texts & image variants are set up in the connected e-mail system in consultation with Adtelligence (optional: creation also completely by Adtelligence)
- E-mail variants are automatically synchronized with the Adtelligence platform
- In addition, you can create several addresses per campaign and let the Adtelligence system optimize how to optimally adress which customer
Integrated success reporting & learning
- Get a detailed overview of the most important KPIs for each individual campaign and also analyze success in detail and over time.
- Get an overview of all your campaigns and see how long it takes on average for a user to respond to a campaign.
- The integrated performance measurement ensures that the platform continuously learns which approach is the best and sharpens target groups.
How does the process of pseudonymization work?
- Separation of the customer profile from personal data
- Customer data without personal identification to Adtelligence
- Adtelligence delivers action & recipient (email campaign and customer ID) to email system
- Email system reconnects ID to name and email address etc. to play out campaigns in a personalized way
What is the technical process of the solution?
AI & AUTOMATION IN EXISTING CUSTOMER SALES
DEMANDING AND COMPLEX – BUT ALSO A GAME CHANGER
WHAT DATA CAN BE PROCESSED?
From Mastercard, Visa or PayPal data to current account data or other payment stream data, all data formats can be processed by Adtelligence.
WHAT HAPPENS IN THE ENGINE ROOM?
In the Adtelligence platform, different algorithms are being utilized in different places.
1. DATA MERGE & QUALITY CHECK
- Automatic check of data quality for e.g. completeness and plausibility & calculation of a data quality score
- Practical findings to further increase data quality
- Consent check, which customer may be contacted and how, and where there is still potential
2. GENERATING NEW INFORMATION
- Automatic categorization of transaction data based on MCC into understandable & usable categories
- Classification model that divides transactions into online & offline transactions
- Calculation of activity index
3. DYNAMIC TARGET GROUP SELECTION
- Recognition of activity patterns over time, based on calculated values such as the activity index
- Automation of campaigns through real-time calculation and assignment to segments
4. MARKETING AUTOMATION & SUCCESS KPI REPORTING
- Inductive algorithms, reinforcement learning, (contextual) multi-armed bandits to send the right approach (text + image combination) to each user per campaign from day one onwards
- Automatic adjustment in case of e.g. seasonal changes in customer behavior
- Possible configuration of control group, which is never played by the system
The data splitter pseudonymizes your customer data. The personal identifying data (name, contact data) is separated from the other data. The data splitter is provided by us specially adapted for your environment.
Pathfinder Sales Prozess & Lifecycle Mining
Make your customers’ journeys visible and find out what they really want.
Intelligent Customer Data Plattform
Automatically detects at what time your customers should receive which offer and automatically adjusts sales activity.