IBM Case Studies ING achieves 3x gain in marketing response with personalization

Edit This Case Study Record

	ING achieves 3x gain in marketing response with personalization IBM

ING achieves 3x gain in marketing response with personalization

IBM

Technology Category	Analytics & Modeling - Real Time Analytics Application Infrastructure & Middleware - Data Exchange & Integration Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries	Finance & Insurance
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting Predictive Maintenance Supply Chain Visibility
Services	Data Science Services System Integration
Challenge	ING Bank was facing challenges with its marketing campaigns which were slow, costly and losing effectiveness. The bank had no single customer view and cycle times for campaigns could exceed 20 weeks. Inbound channels could not be supported with the previous solutions. A lack of relevance and coordination across channels generated subpar results while driving up costs. The bank recognized the need to rebuild its marketing technology infrastructure and processes to become more automated, coordinated and personalized, as well as take advantage of inbound marketing opportunities. Read More
About Customer	ING Bank is a Dutch multinational banking and financial services corporation headquartered in Amsterdam. Its primary businesses are retail banking, direct banking, commercial banking, investment banking, wholesale banking, private banking, asset management, and insurance services. With total assets of US$1.1 trillion, it is one of the biggest banks in the world. It constantly looks for ways to improve its services and customer experience. Read More
Solution	ING embarked on a customer differentiation program, restructuring its marketing organization into a centralized framework and implementing IBM EMM technology to coordinate and personalize campaigns across multiple channels through the use of next-best action models based on customer history and recent interaction. The bank has deployed the IBM Digital Analytics for On Premises solution to recognize customers and integrated the solution with its IBM EMM-based next-best action engine. By combining extensive offline customer profile data with customer activity on its website, ING is able to present more personalized NBA offers. Web activity data is used to rerank NBA offers to deliver messages that are top of mind for customers, improving marketing effectiveness. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Application Infrastructure & Middleware - Data Exchange & Integration

Functional Applications - Enterprise Resource Planning Systems (ERP)

Applicable Industries

Finance & Insurance

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Predictive Maintenance

Supply Chain Visibility

Services

Data Science Services

System Integration

Challenge

ING Bank was facing challenges with its marketing campaigns which were slow, costly and losing effectiveness. The bank had no single customer view and cycle times for campaigns could exceed 20 weeks. Inbound channels could not be supported with the previous solutions. A lack of relevance and coordination across channels generated subpar results while driving up costs. The bank recognized the need to rebuild its marketing technology infrastructure and processes to become more automated, coordinated and personalized, as well as take advantage of inbound marketing opportunities.

About Customer

ING Bank is a Dutch multinational banking and financial services corporation headquartered in Amsterdam. Its primary businesses are retail banking, direct banking, commercial banking, investment banking, wholesale banking, private banking, asset management, and insurance services. With total assets of US$1.1 trillion, it is one of the biggest banks in the world. It constantly looks for ways to improve its services and customer experience.

Solution

ING embarked on a customer differentiation program, restructuring its marketing organization into a centralized framework and implementing IBM EMM technology to coordinate and personalize campaigns across multiple channels through the use of next-best action models based on customer history and recent interaction. The bank has deployed the IBM Digital Analytics for On Premises solution to recognize customers and integrated the solution with its IBM EMM-based next-best action engine. By combining extensive offline customer profile data with customer activity on its website, ING is able to present more personalized NBA offers. Web activity data is used to rerank NBA offers to deliver messages that are top of mind for customers, improving marketing effectiveness.

Impact #1	ING has seen a three-fold increase in customer response to its marketing campaigns while “lights-out” automation has helped reduce marketing costs by 35 percent, fueling sizable gains in cross-sell and up-sell revenue and overall marketing ROI.
Impact #2	ING has extended its NBA capabilities to its website, visited by millions each day. The bank, with 8.9 million customers in Holland, has deployed the IBM Digital Analytics for On Premises solution to recognize customers and integrated the solution with its IBM EMM-based next-best action engine.
Impact #3	ING uses data gathered by IBM Digital Analytics — an average of 25 million views a day — to define and execute new campaigns and uplift existing campaigns.

Impact #1

ING has seen a three-fold increase in customer response to its marketing campaigns while “lights-out” automation has helped reduce marketing costs by 35 percent, fueling sizable gains in cross-sell and up-sell revenue and overall marketing ROI.

Impact #2

ING has extended its NBA capabilities to its website, visited by millions each day. The bank, with 8.9 million customers in Holland, has deployed the IBM Digital Analytics for On Premises solution to recognize customers and integrated the solution with its IBM EMM-based next-best action engine.

Impact #3

ING uses data gathered by IBM Digital Analytics — an average of 25 million views a day — to define and execute new campaigns and uplift existing campaigns.

Benefit #1	3x higher response rates to marketing campaigns
Benefit #2	35% reduction in direct marketing costs
Benefit #3	Campaign cycle times reduced from 21 weeks to 4 weeks

Benefit #1

3x higher response rates to marketing campaigns

Benefit #2

35% reduction in direct marketing costs

Benefit #3

Campaign cycle times reduced from 21 weeks to 4 weeks

Download PDF Version

Overview

ING achieves 3x gain in marketing response with personalization

Operational Impact

Quantitative Benefit