Cortal Consors, part of the corporate group BNP Paribas and one of the leading personal investment and online trading banks in Europe has been using Innovations rule technology for many years in an integrated solution for campaign management. More than one million customers have been addressed with many targeted campaigns internationally: highly-individual, multi-stage and multi-channel - mainly supported by the graphical modeling component of the rule technology acting as selection tool.
The target: Addressing customers individually
What makes the difference is: Today, Cortal Consors´ marketing experts are realizing the campaigns with very little support by the "Customer Intelligence" unit. The crucial factor has been the use of the Innovations rule technology, integrated into the campaign management system »push&track«. The rule technology visualizes even highly-complex selection rules in decision trees and helps to efficiently realize them, supported by powerful functions (e.g. for calculation of date operations and best-of selections). Only those ideas of campaigns will be realized that prove to successfully address a certain number of the target group with a calculated budget in simulation.
The result: Economy of time up to 30% for the realization of campaigns accompanied by increased response rates and confidence of the customers in the bank´s offers.
"The confidence of customers in our offers has drastically been increased with limitation of campaign frequency and the minute control of selections."
Bernd Hoffmann project leader, Cortal Consors
An individualized campaign - an example
Most of the realized campaings are event-triggered at Cortal Consors; they are triggered on a rule base. For example, customers are automatically sent individual investment proposals via outbound call if the account cash volume exceeds a defined amount for a certain period.
The response to this kind of offers has been extraordinary high, addressing customers at the appropriate moment and additionaly via the preferred channel.
