Customer
Marketing Intelligence Transformation for an APAC-based Investment Bank enabled the organization to modernize its marketing ecosystem, unify customer intelligence, and unlock scalable digital growth across its business lines.
Business Objective
Strengthen Marketing Productivity & Efficiency
The bank needed to reduce manual effort, eliminate redundant tools, and streamline orchestration across all marketing teams and channels.
Deliver Personalized, Insight-Driven Customer Experiences
AI and ML capabilities were required to tailor content, predict customer needs, and increase engagement across email, mobile, web, and relationship manager interactions.
Create a Unified Customer View
Multiple business lines held siloed customer data. The organization needed a consolidated intelligence layer that offered a single, actionable view of the customer.
Optimize Cost-to-Serve
The MarTech ecosystem had become costly and complex. Rationalization and automation were essential to improving operational margins.
Enable Sustainable Digital Growth
The bank aimed to scale digital-first products, improve acquisition, boost conversions, and build a long-term digital marketing foundation.
Scope of Services
MarTech Rationalization & Integration
- Consolidated overlapping platforms and tools across business units
- Designed a unified architecture for marketing, data, and analytics
- Standardized workflows and governance to strengthen operational maturity
AI/ML-Led Marketing Intelligence
- Implemented predictive models for audience segmentation and targeting
- Built recommendation engines for personalized content and offers
- Enabled intelligent decisioning to optimize customer journeys
Omnichannel Customer Journey Automation
- Automated engagement across email, mobile app, website, and RM channels
- Activated next-best-action triggers to increase personalization and responsiveness
- Streamlined campaign setup and execution across business lines
Unified Customer Data Foundation
- Developed a 360° customer profile integrating behavioral, transactional, and demographic data
- Implemented data governance, quality rules, and scalable ingestion pipelines
- Improved visibility for marketing, sales, and product teams
Performance Tracking & Growth Analytics
- Built real-time dashboards for campaign performance and funnel metrics
- Enabled revenue uplift, conversion tracking, and cost-efficiency analysis
- Created standardized measurement models across regions
Benefits
Productivity Gains
Reduced manual marketing operations and improved speed of execution.
Enhanced Quality of Customer Interactions
More relevant, timely, and personalized engagement across customer journeys.
Higher Conversion & Engagement
AI-driven segmentation and personalized offers improved marketing effectiveness.
Cost Optimization
Tool consolidation and smarter automation significantly reduced cost-to-serve.
Revenue Growth
Improved targeting and cross-channel personalization drove measurable financial impact.
Impact
- 9% revenue uplift opportunity identified through personalized engagement
- Over $100M+ potential in cost savings from platform rationalization and operational efficiencies
