For Payment & Banking

INCREASING REVENUES & COMMISSION BUSINESS THROUGH PERSONALIZED CUSTOMER TARGETING ALONG THE CUSTOMER LIFECYCLE

Integrate the Adtelligence system easily between your existing data sources and your marketing automation. We refine your data and utilize it for you to ideally optimize your customer approach with Big Data Analytics!

References and partners

Areas of application and market overview

Card business is a significant source of revenue for financial institutions

European banks generate around 59 billion euros through this.

For many banks, payment cards are also their customers’ daily interaction with the institution and thus an anchor product and important customer loyalty instrument.

It is becoming increasingly complex to generate revenue in the card business.

Due to new competitors, regulatory frameworks and changing customer expectations, current revenue components are under pressure. The main sources of revenue – the annual fee and foreign fees – are experiencing a downward trend.

  • In 2019, there were 89 billion transactions in the European card business with a total volume of 3,541 billion Euros
  • 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

Personal onsite banking is increasingly being replaced by pure online banking. For banks, this means that they have to offer their customers the same online experience that they are used to from face-to-face consultations. If they fail to do so, they face the threat of inactivity or even termination.

Traditional approaches,

which mostly use CRM data as a basis to understand and serve customers, lack to meet the increasingly sophisticated needs of customers.

Marketing Automation

is effective, but not sufficent. Automatic actions based on partial data can help, but often lead to errors because customer behavior is misinterpreted.

Banks need alternatives to defend and expand their revenues in the card business.

More success in the card business with personalized customer targeting along the lifecycle

By using transaction data generated from the card business and supplementing it with additional, external data, banks can better understand their customers at every point in the customer lifecycle, identify specific reasons for addressing customers, and make customer-specific 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 across the entire customer lifecycle:

  • Customer value management by calculating the customer value in its life cycle

  • Generate relevant target groups at the push of a button by combining CRM data and credit card data

  • Understand your customers and their behavior through a holistic view of their data

Aquisition

We support you in all phases of customer acquisition. With personalized product pages as well as conversion-optimized landing pages and application sections.

  • Fewer abandonments in the sales funnel thanks to optimized application sections
  • Optimization of lead generation
  • Optimization of product pages through AI-based personalization
  • Conversion optimization on landing pages through personalization

27% MORE CREDIT CARD TRANSACTIONS

through multi-channel optimization

CHALLENGE

  • New customer acquisition across all existing marketing channels
  • 80% visitors via mobile devices
  • Closing should take place directly via landing page without application route

APPROACH

  • 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

Activiation

In the card business, nothing is more important than active customers. We help you to boost your new customers as best as possible, reactivate inactive customers and further optimize active customers so that your business becomes even more profitable.

  • EMOB welcome activation through standardized multi-stage activation measures after a new customer has signed up.

  • Activation of customers through automatic incentivization or offer for partial payment at the right time
  • Increase in customer spend through automatic right-fit campaigns & incentivization
  • Increase usage of Apple Pay, Google Pay or 3D Secure by providing information at the right time
  • Activation through spend & get campaigns or limit increase

ACTIVATION AFTER WELCOME

CHALLENGE

  • Automation of customer activation
  • Activate customers who became inactive after the welcome campaign or never became active

APPROACH

  • 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- & Crosssell

Acquiring a new customer is 5 times more expensive than selling another product or upgrade to an existing customer. By using Machine Learning, Adtelligence ideally 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 per user
  • Crosssell – customers who bought this also bought that
  • Upsells by calculating category correlations

INCENTIVIZATION OF CARD USE

Cross- & Upsell Merchant Categories

CHALLENGE

  • Incentivize card usage through category-based emails
  • Credit card upsell on premium card
  • Cross sell of partner offers

APPROACH

  • Based on the transaction data, personalized information and incentives in the form of sweepstakes, cashback or the like are sent to the customer via email at the right time
  • The same and next best category is calculated by the system for this purpose

Example

Customer uses the card a lot in the “Food & Drink” area and receives information about partner offers and also about the advantages of a premium card if he has the standard card.

Retention & Churnprevention

Many providers often times do not react until it’s too late and the customers have already cancelled. Adtelligence makes sure they know if a customer is going to cancel before they do and automates countermeasures with you.

  • Reactivation of inactive customers through analysis of behavior and communication based on their needs
  • Loyalty campaign management through automatic detection of customer actions that are rewarded
  • Automatic playout of anti-churn campaigns through early detection of inactivity based on actual transactional behavior

Statistical twins

CHALLENGE

  • Reactivate long-term inactive customers

APPROACH

  • Creation of different e-mail variants (car, fashion, travel, etc.)
  • Based on the active customers, the usage behavior of specific customer profiles is determined
  • Inactive customers are sent the mailing version that matches their profile

Personalized customer targeting in 6 steps

Data Merging

DATA QUALITY 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

Credit card provider solutions

Individual requirements in the customer lifecycle of bank customers must be mapped individually. The Adtelligence platform offers various options for illuminating the relevant KPIs of the payment sector and for controlling targeted measures.

Understanding customer interest

  • Benchmark each target group against your average customer to directly see what characterizes a target group.
  • See which customers use the credit card for what purpose.
  • For example, just to book travel, or just to withdraw money.

Identify customer segments

  • From credit card transactions and their merchant category codes, Adtelligence automatically generates customer segments per product category.
  • The MCC market standard has over 1000 categories, Adtelligence has merged them into 50 understandable & usable categories

Categorize transaction behavior

  • TOP categories and benchmarking
  • Compare all categories and their transaction volumes as well as their turnover with each other

Recognize connections

  • “Customers who bought here, also buy there”
  • Transactions are automatically classified into meaningful merchant categories
  • “Next Best Actions” are generated based on the spending behavior of customers
  • Based on past data, similar customers are found and communication is automated

Making potential visible

See at which retailers and in which categories the most sales take place

Adtelligence additionally categorizes all transactions into online & offline transactions and shows you differences in online and offline usage behavior.

UNDERSTAND

SHEDDING LIGHT ON THE DARK

Path­finder – Sales ProCesses & Lifecycle Mining

Make your customers’ journies visible and figure out what they really need.

Refine customer data

Intelligent Customer Data Platform

Automatically identify the right offer for each customer and accordingly align the sales activities

SELL

The person in the data

Personalized customer experiences

Present to each customer the version of your online appearance that best fits them.

LEARNING AND OPTIMIZING AI AUTOMATION USING LARGE AMOUNTS OF DATA
PRIVATE CLOUD OR ON-PREMISE INSTALLATION

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?

  1. Texts and images (email variants) are still created in email tool
  2. Email variants are automatically synchronized with the Adtelligence platform
  3. Campaign is created in Adtelligence system and at least one email variant is selected from email tool
  4. Adtelligence sends daily information about which email should be sent to which customer to email tool (user ID and email variant).
  5. 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

  1. 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
  2. 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
  3. Configure the success criteria: transactions in certain categories, email opens, or clicks in email

Integration of the content and optimization of the address

  1. The individual texts & image variants are set up in the connected e-mail system in consultation with Adtelligence (optional: creation also completely by Adtelligence)
  2. E-mail variants are automatically synchronized with the Adtelligence platform
  3. 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

  1. Get a detailed overview of the most important KPIs for each individual campaign and also analyze success in detail and over time.
  2. Get an overview of all your campaigns and see how long it takes on average for a user to respond to a campaign.
  3. 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?

  1. Separation of the customer profile from personal data
  2. Customer data without personal identification to Adtelligence
  3. Adtelligence delivers action & recipient (email campaign and customer ID) to email system
  4. 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 details) are separated from the other data. We provide the data splitter specially adapted for your environment.

Benefit from our proven best practices

which we have implemented along the customer lifecycle in 250 customer projects with our customers