How a bank optimizes marketing holistically across 27 systems with Big Data and Analytic AI

Marketing Management and Marketing Automation can only optimize ROI effectively if the right metrics are measured, outcomes are attributed realistically and trends and success factors are differentiated from random fluctuations and one-off effects. This is hampered by the fragmentation of channels and systems along the funnel: data remains in silos with different KPI and structure so it is hard to tell the forest from the trees. haspa successfully changed this in a challenging industry: banking. All relevant data from 27 different systems (from performance marketing & social media channels through web analytics, server & mailing data to crm & core banking systems) is connected to a German cloud solution (Hase & Igel’s NEUTRUM.AI) that automatically loads, transforms, annotates and integrates the data in a relational database. Joining it with third party data (like e.g. Googel searches, population, weather & economic data), 100% explainable Analytic AI is used to identify patterns, trends & success factors – providing not just an integrated view of the whole funnel (from impressions to verified revenue) across channels, but also dynamic, real-time benchmarking against current market conditions. Through ML-based modelling, attribution moves beyond cookies and displays the lift above realistic baselines as well as the interplay between different channels and campaigns. On this basis, the system suggests the optimal budget, media mix and timing for each product and campaign goal. In addition to intuitive dashboards for decision-makers, Generative AI is used to explain data and findings through a chatbot. This solution, which won the 2023 DCA for data-driven and automated communication, empowers marketers to evaluate and design the whole mix in a holistic way and optimize for ROI rather than only GRP, clicks or conversions - in real-time, with 95% less personnel intensity and in an explainable, data-economic fashion 100% compliant with GDPR and the EU AI Act.