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Marketing Analytics in Banking

Techniques Used

Market Mix Model

  • Target the right audience at the right time with right frequency through right channel at the right price

Customer Lifetime Value Model

  • Knowing the lifetime value (in terms of money) of customers
  • Length of engagement with the customer
  • Probability of attrition

Customer Acquisition / Retention Model

  • Acquire new customers by executing specific targeted marketing campaigns
  • Retention of profitable customers by identifying pressure points where customers feel disenchanted and go for alternatives
  • Cross/up sell opportunities through analysis of various customer segments and profiles

Churn Modeling / Attrition Model

  • Predict the chances of customers leaving the institution

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