Client Challenge
A top Canadian commercial bank with $9B in annual revenue and 3 million customers was struggling to drive top-line growth. Its branch-focused sales model was falling short as customer preferences shifted toward mobile and online channels for transactions, research, and shopping. The bank needed to reinvent its approach to customer engagement, leveraging digital tools to regain market momentum and better align with changing buying behaviors.
Our Approach
To help the bank pivot to a more data-driven, customer-centric model, we:
- Built a next-generation analytics foundation by evolving the client’s simple datamart (400 variables) into a customer analytical record with over 3,000 variables to enable deeper personalization.
- Designed predictive marketing capabilities through data discovery and advanced modeling, moving beyond traditional business-rule-driven campaigns.
- Upskilled internal teams with structured training sessions and hands-on job shadowing to ensure long-term analytics self-sufficiency.
- Validated over 30 strategic assumptions to inform smarter decisions on product bundling, cross-sell and up-sell opportunities, and customer retention.
How We Helped
- Enabled the bank to produce 5–6 predictive models each month, a leap from the previous pace of one per year.
- Delivered personalized marketing campaigns that resonated with customers across digital channels.
- Strengthened collaboration between business and analytics teams, supporting faster and more effective execution of campaigns.
Result and Impact
$28M
reduction in balance at risk
Achieved within 3 months of launching insight-driven marketing campaigns.
$7M
increase in up-sell and cross-sell balance
Generated through targeted offers informed by richer customer data.
50%
higher marketing response rate
Boosted through advanced analytics and personalized outreach across channels.
