The banking industry has a large amount of customer data, but only a small number of VIP customers can get real-time 1:1 personalized services. It has become a rigid demand for banks to create a personalized customer journey for each customer throughout the entire life cycle.
Shanghai Pudong Development Bank Co., Ltd. (hereinafter referred to as: SPD Bank) is a national joint-stock commercial bank approved by the People's Bank of China in 1992 and listed on the Shanghai Stock Exchange in 1999, with its head office in Shanghai. Currently, the registered capital is 29.352 billion Yuan. Good performance and reputation for integrity have made SPD Bank a listed company that has received much attention and respect in the Chinese securities market. As of the end of June 2019, the company's total assets reached 6.66 trillion Yuan. Currently, SPD Bank has established 41 tier-one branches, nearly 1,700 business offices, and more than 50,000 employees, and has established a nationwide international commercial bank business service structure.
-SPD's retail business has nearly 100 million customers, and overall performance growth has slowed.
-The bank has a large number of customers but most of them are low in activity, and customers need to be activated to improve performance growth.
-The number of operating personnel is limited, and it is impossible to efficiently perform refined operations on tens of millions of customers.
- Build an internet marketing operation platform through the DM Hub product on top of the SPD Data Management Platform.
- The marketing operation platform has formed data-driven automated precision marketing capabilities to continuously promote customers.
- Provide event management and content management functions that meet the characteristics of the bank, enabling quick launch of various activities without technical participation.
- Customer hierarchical grouping, adopting different marketing strategies for different customer groups, and pushing different activities to increase user activity and activity participation, thereby improving core business indicators.
The integrated digital marketing platform greatly improves the efficiency of event preparation. The operation team has the ability to launch events at any time. From event preparation to launch, technical participation is not required, the operation team can complete it independently, and multiple events can be held simultaneously within a week.
Customer personalized grouping and layering based on tags, combined with personalized content reach, greatly increase event participation rate, and improve core business indicators AUM.
In a certain marketing campaign for millions of high-potential customers, a total of tens of billions of net assets increased. Among them, through the comparison group verification, the online automated refined marketing directly brought more than 30% performance improvement.