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.