Passbook-secured overdraft had been a very important product for Digital Banking Service division. However, the conversion rate when cross-selling the product is very low,
below 2% in the first quarter of 2018. The challange is to find the top potential customers to improve the conversion rate via more selective & expensive marketing method as SMS.
Utilizing the power of machine learning, analytics team has built a model to detect most potential customers through different phases:
- Phase 1: Build and test model based on above input variables snapshot
- Phase 2: Vaidate result from phase 1
- Phase 3: Select top potential customers with highest possibility of overdraft registration for further marketing campaign in the Q2, 2018
By targeting the top 30% customers, we helped business to boost markting effectiveness to