15 April, 2018
The B & N Bank applies artificial intelligence in the marketing promotion of products. The implementation of predictive analytics system, which manages all marketing activities in all regions of the Bank's presence, reduced the cost of attracting new customers by 3 times in selected areas.
The system is a self-learning neural network. It analyzes the needs and characteristics of customers, business objectives, location of offices and type of advertising media around the point of sale, and then — offers the best set of the most effective channels of promotion, including outdoor advertising, Internet, radio and television.
The interface allows monitor all marketing activities of the Bank in real time and interact with the advertisement agencies and operators to adjust the media plan. In addition, the system independently accumulates data about the history of advertising placements and analyzes them by machine learning methods, which further improves the accuracy of each next prediction
"Our Bank has one of the largest regional networks in the financial market – it is about 400 offices across the country. Machine learning allows us to increase the efficiency of customer acquisition, taking into account the individual characteristics of each region and individual office", – commented the implementation of new technologies Marketing Director of B&N Bank Mikhail Semikov.
The artificial intelligence system for marketing communications of B&N Bank was developed in cooperation with Marketing Logic on the geo-information platform “Atlas”.
"The Marketing Logic team has implemented this large-scale project specially for B&N Bank in less than six months. The Atlas system, fully covers the process of operational management of regional marketing, including the automated calculation of the results of attraction (number of customers and their cost) for each channel and product, to accumulate in a single format the history of advertising for further processing by machine learning methods. Plus, we have implemented support for the technology of "marketing seizure of territory", i.e. allocation of priority areas around the network of offices where it is necessary to increase marketing investments due to external or internal factors", says the managing partner of Marketing Logic Dmitry Galkin.