Should banks engage in real-time marketing?
The proceedings of the teleconsultation session held with leading data & analytics practitioners on the practical issues, opportunities and challenges of engaging in real-time marketing. September 12, 2012 | Tiah Wen LiI. Introduction 1.The Asian Banker quarterly teleconsultation sessions serve as a platform to discuss practical problems that bankers across the region are facing, on key industry topics impacting the financial services industry today. 2. The following report provides a summary of the key points presented by the two speakers, including the main issues discussed, as well as the question and answer session at the end of the teleconsultation session. 3. The report includes a section of links to articles written on the topic of real-time marketing. The video link to the teleconsultation session is available at the end of the report. 4. The objectives of the session were: i) to discuss how to leverage communication channels to connect with and understand customers. ii) to discuss the creation of real value with real-time marketing through personalised offers. iii) to discuss whether it is worth engaging in real-time marketing as it is expensive and time-consuming. II. In attendance: The key participants in this teleconsultation were: 1. Donald MacDonald, Head of Group Customer Analytics and Decisioning, OCBC III. Key Discussion Notes 1. Survey Results. IV. Detailed Discussion Notes 1. Survey Results i. The Asian Banker survey showed that respondents were split over whether real-time marketing is the right way forward. Please login to read the complete article. If you already have an account, you can login now or subscribe/register.
Categories: Data & Analytics, FSI Customer Relationship Management , Risk & PerformanceData & Analytics,FSI Customer Relationship Management ,Risk & Performance, Data & Analytics,FSI Customer Relationship Management ,Risk & Performance, Keywords:Real-time Marketing, OCBC, Donald MacDonald, Vinod Krishna, IBM, Cross-selling Real-time Marketing, OCBC, Donald MacDonald, Vinod Krishna, IBM, Cross-selling
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