A Banking Platform to Leverage Data Driven Marketing with Machine Learning

Marc Torrens, Amir Tabakovic

Producció científica: Article en revista indexadaArticleAvaluat per experts

5 Cites (Scopus)


Payment data is one of the most valuable assets that retail banks can leverage as the major competitive advantage with respect to new entrants such as Fintech companies or giant internet companies. In marketing, the value behind data relates to the power of encoding customer preferences: the better you know your customer, the better your marketing strategy. In this paper, we present a B2B2C lead generation application based on payment transaction data within the online banking system. In this approach, the bank is an intermediary between its private customers and merchants. The bank uses its competence in Machine Learning driven marketing to build a lead generation application that helps merchants run data driven campaigns through the banking channels to reach retail customers. The bank’s retail customers trade the utility hidden in its payment transaction data for special offers and discounts offered by merchants. During the entire process banks protects the privacy of the retail customer.

Idioma originalAnglès
Número d’article347
Estat de la publicacióPublicada - de març 2022


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