Bank Of Scotland Used Highly Personalized Trigger-Based DM To Improve ROIs
Bank Of Scotland Used Highly Personalized Trigger-Based DM To Improve ROIs
4 PagesBANK OF SCOTLAND USED HIGHLY PERSONALISED TRIGGERED-BASED DM TO IMPROVE ROIs 2 Communications at Bank of Scotland were previously high volume, one-size-fits-all, which is expensive, inefficient and risks bombarding customers with irrelevant communications. There needed to be a better way of targeting customers with more timely and relevant communications to reduce waste and improve ROIs. BACKGROUND3 A sophisticated decision and optimi
