Este sitio web utiliza cookies que permiten el funcionamiento y la prestación de los servicios ofrecidos en el mismo. Estas cookies y/o tecnologías similares que almacenan y recuperan información cuando navegas, realiza funciones tales como reconocerte cuando vuelves a nuestra web o ayudar a nuestro equipo a comprender qué secciones de la web encuentras más interesantes y útiles.
Open source enrichment of customer information for a bank
Challenge
Banks have the responsibility to have a detailed knowledge of their customers' profiles, verify identities or reduce fraud, but also to improve their product/service offering by adjusting it to the customer's needs according to their moment in the life cycle. This information can be obtained and improved with public information available in open sources.
A bank wanted to generate successful campaigns for its clients, but did not have enough information in its databases and therefore considered enriching it with information available in open sources on the Internet.
Open Source Services
A service is carried out with the periodic sending of the information downloaded and processed automatically from open sources, in this case from Facebook and Twitter, about the customers of the entity's database.
Solution
The indicators that were generated in this service, given that the final clients had given their consent, were the following:
- Presence of your digital footprint: activity in social networks, online shopping and use of streaming services.
- Professional level: training, work experience and job position
- Economic level: socio-economic profile of the standard of living.
- Profiling of tastes and hobbies: percentage of affinity to predefined themes (sports, music, cinema, television, shows, travel, etc.).
- Client profile: family status, personality, social positioning.
- Micromoments: which define the moment in the client's life and can be both medium-long term (moving, birth, wedding or start of studies, etc.), and short term (such as a damaged vehicle, flooding, adopting a pet, travel, etc.).
Benefits
- It allows the design of products and services of the entity adjusted to the real needs of the client, avoiding offers that are not useful.
- It improves the image of the entity as it establishes a closer relationship with its customers.
- Improving the efficiency of marketing campaigns by increasing the probability of impact.
- It allows to enrich the information of the client portfolio of the entity in the CRM with truthful information.
