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Next Best Offer – Banking Application

Nethra Sambamoorthi

Updated: Dec 22, 2024

We created an AI integrated system that analyzes Geo-Demographic, transactions, campaigns, and survey data to distinguish between a consumer and a customer. Here, we use consumer to distinguish from customer as some one who is not a current customer but belongs to the population who is likely to become a customer.


Usable Data for Propensity Models and Next Best Offer Models Customer Intelligence Applications and Consumer Applications.

For the 'Next Best Offer' system, a common variables list that is useful for brand and product propensity models is shown below. Furthermore, depending on acquisition model or loyalty models, the corresponding subpopulation will be scored.


A. Customer data internal to the franchise

B. Customer transaction data elements

C. Customer campaign data – promotions and responses

D. Partner transaction data of the customers

E. Partner campaign data – promotions and responses

F. Customer survey data – attitudes and preferences

G. Franchise product codes, and product category codes

H. Consumer/customer geo-demographic-sociographic data elements


Here we utilized both, in USA context, the national consumer database of geo-demographic-sociographic data as well as transaction data and campaign data which are internally available data in an organization and technically belong to the franchise.



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