The winning bank has developed a number of propensity models aimed at identifying customers who have high likelihood of taking up credit products. It also developed look-alike models to tap customers interested in bancassurance products. It transformed the way customers are targeted, from a blanket communications approach to targeting customers with similar attributes as insurance customers. After the implementation, there was a fivefold increase in conversion rate specific to credit card cross-sell to debit customers via electronic direct mail (EDM) and a 134% increase in bookings. 

The award for Best Big Data Implementation goes to Union Bank of the Philippines.