Bank of Scotland: New Direct Marketing Engagement Strategy

In order to produce more streamlined, targeted and effective communications in the UK, Bank of Scotland adopted a 'decision and optimisation' data strategy that made it possible to calculate the next best offer for each individual customer.

Bank of Scotland: New Direct Marketing Engagement Strategy

Lloyds Banking Group

The team

Paul Handley, Petrina Redmond, Rachael Dawson, Sue Coburn, Sergio Vieira, Ian Styler, Nick Hodges.

Other contributor:

Tangible.

How did the campaign make a difference?

A sophisticated decision and optimisation’ model that calculates the next best offer for every individual customer significantly improved customer experience, speed to market, efficiency and ROI. This data strategy has cut costs, improved ROI and increased response rates by up to 50%.

What details of the strategy make this a winning entry?

The use of a decision and optimisation model means that communications...

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