Are you curious how decision rules and big data technology can enable a smaller financial services company to compete with enterprises many times its size? Specifically, one mid-sized EMEA bank sought to enable new business and revenue growth through more timely and relevant product offers that complied with risk management criteria.
The story of how they developed and deployed a direct marketing application using FICO® Blaze Advisor® DRMS – in just under two months – is detailed in this new white paper, authored by Enterprise Management Associates’ noted analyst Steve Hendrick.
|The paper examines how the direct marketing solution, which is a single-batch application, is driven by two distinct decision rule services. The first decision service is eligibility-focused and based on credit risk, while the second focuses on offer management and considers relevance and a customer’s propensity to engage. When combined with the bank’s Apache HBase and Hadoop-based Big Data architecture, covering the need to examine 20 million prospects, Blaze was the obvious choice for the client, as the platform supports Hadoop as well as inference-based and sequential rules execution.|
The capabilities of the deployed solution include the ability to:
- Proactively identify prospects for financial services and assess eligibility for inclusion in marketing campaigns.
- For each eligible prospect, select the most relevant product offer and approach through optimal channel of direct marketing.
- Process large volumes of data efficiently, extend timely enticements, and improve deal-close and performance metrics.
We look forward to your comments and questions about this new case study. Let us know what you think and get in on the discussion in the FICO® Blaze Advisor® User Forum.