Define lists of customers to target in marketing campaigns

Targeting helps marketing professionals define customer or prospect lists in commercial campaigns to improve redemption performance.


Financial services operators (banks, consumer credit operators, insurance firms) are facing increasingly tough competition and keeping margins up depends on the ability to contact the right customers to increase cross selling and to target the right prospects for recruitment actions. Companies must be fast and effective in contacting customers and prospects to orient marketing campaigns successfully. That’s why the contact process must start from the correct extraction of target customers. The data that are useful for generating lists may be found in different environments and may not be easily searchable by marketing users. Therefore, the support of forecasting models capable of rendering these critical business processes effective and efficient is crucial.

Targeting has been designed to meet marketers need to define campaigns target in an easy and intuitive way. The application uses a specific unified customer view (UCV) that collects internal and external data, and allows marketers to define inclusion and exclusion rules on global or individual sales campaigns. Marketers also can manage policies and contact details such as maximum number of contacts per prospect / customer during the month. Through targeting definition rules and controls lists, it is also possible to manage multiple marketing campaigns without multiple contacts risk on the same customer.

Why Accenture

Financial Services applications are built within the scalable Accenture Insights Platform that provides fast and easy access to an array of industry and functional applications that bolt on to the platform, allowing quicker time to market and more rapid results for clients.

Clients also access our wide range of capabilities rooted in:

  • Industry knowledge. The validity of our advanced analytics outcomes is underpinned by our deep knowledge of the sector.

  • Business. Applications are designed for business users and focused on business results, minimizing advanced analytics complexity. Getting to accurate outcomes does not require statistical, mathematical or IT knowledge—just business know-how.

  • Flexibility. Applications are based on a framework that can be easily integrated in an enterprise operational environment to drive business process action.

Specific Services

Targeting allows users to access a unique customer view, which contains all the information available on customers and prospects, offering them the opportunity to work with a large number of lists simply and intuitively. By querying the cluster view, users can define and save the extraction logics using a wizard, without worrying about the systems accessed or needing special computer skills. Marketers can also use the value-added indicators directly to choose the right customers for any marketing activity.

Key features

  • Unified customer view for retail banking and insurance

  • Up-to-date customer data and horizontal integration with predictive analytics capabilities

  • Mapping of relevant customer behaviors

  • Accounts and product status (usage, value transferred in/outgoing) through time (trends in use, assets status and expirations, liquidity allocation)

  • Policies subscriptions and claims, relevant events in relationship (complaints, agents feedbacks)

  • Fast and easy target management

  • Target lists creation through visual editing and step-by-step supporting analytics

  • Easy-to-use customers selection: no need to write code even for complex filters, no need to learn query languages

  • Save searches, selection criteria and export templates

  • Schedule extraction towards campaign management systems

  • Event and action management