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Mid-Size US Bank


Drive revenues and engage effectively with its loyal and profitable customer base.

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Mid-Size US Bank


Drive revenues and engage effectively with its loyal and profitable customer base.

 

This business case study relates to a mid-size American bank.

This bank, headquartered in Florida, had a proprietary marketing platform to engage with its customers. With a customer base of roughly 50,000, they needed to implement a robust marketing platform to help:

  • Drive revenues
  • Engage effectively with its loyal and profitable customer base
 
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The Project & Solution


Comet understand the goals

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The Project & Solution


Comet understand the goals

 

This bank, headquartered in Florida, had a proprietary marketing platform to engage with its customers. With a customer base of roughly 50,000, they needed to implement a robust marketing platform to help drive revenues and engage effectively with its loyal and profitable customer base. They chose IBM (formerly Unica) Campaign to implement and manage customer marketing programs that target customers through email, outbound calling and DM. Having no prior experience in email marketing and marketing automation platforms, they enlisted the expertise of Comet to set up a Unica campaign practice. 

The Solution

Since this bank never had a proper datamart, the first step was to work with the marketing team to understand the goals of the campaigns. There were two major marketing strategies initially:

 
 

Comet successfully delivered these capabilities within three months of the IBM Campaign installation. In the initial phase Comet put a consultant to work with the IT and marketing teams to build a campaign datamart based on marketing initiatives. Once the campaign datamart was built at the customer level, the Comet consultant worked with marketing to implement a contact history table that supported offer management, contact strategy and reporting needs. Next, Comet set up three campaigns—one cross-sell up-sell, one automated and one transactional campaign—and cross-trained the bank’s campaign team on all the functionalities of IBM Campaign.

Comet designed detailed functional documents on how to implement the Post-100-Day Campaign. The process allowed customers who were eligible to receive multiple offers each cycle to receive only the “best” offer at the time of communication. 

 
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The Results


Comet has delivered...

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The Results


Comet has delivered...

 

The project was delivered on time and within budget and enabled the bank’s marketing team to use IBM Campaign to set up an automated campaign for the onboarding process. The campaign was set up in a schedule process and run daily. Comet also helped the dba team build stored procedures to help with contact strategy management. A proof of concept for Post 100-Day Campaign designs was delivered to the campaign team.