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For payment & banking

INCREASING REVENUES & COMMISSION 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 leverage it to optimize your customer targeting with Big Data Analytics!

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AREAS OF APPLICATION

GET TO KNOW THE SOLUTION

REFERENCES AND PARTNERS

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What you can find on this page

APPLICATION AREAS AND MARKET OVERVIEW

PERSONALIZED CUSTOMER APPROACH ALONG THE LIFE CYCLE

6 STEPS TO PERSONALIZED CUSTOMER TARGETING

SOLUTIONS FOR CREDIT CARD PROVIDERS

SOLUTIONS AT A GLANCE

HOW TO USE OUR SERVICE

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.

Traditional approaches,

which mostly use CRM data as a basis to understand and serve customers, miss the increasingly demanding needs of customers.

Marketing Automation

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

Acquisition

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

CHALLENGE

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

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

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Activation

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

CHALLENGE

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

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

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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

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, 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

EXAMPLE

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.

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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

STATISTICAL TWINS

CHALLENGE

Re-engaging long-term inactive customers

APPROACH

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

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In 6 steps to personalized customer targeting

1. Consolidation of data

DATA AGGREGATION

2. Data Quality

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!

3. Customer Value Management

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

4. Sales per Customer Group

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

5. Marketing Automation

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.

6. Performance Reporting

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

Identifying correlations

“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

Identifying potentials

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?

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? Are they created in the Adtelligence solution?

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

What is the data splitter?

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.