Banking

Dah Sing Bank Deploys New Marketing System and Achieves ROI in Less Than 12 Months

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Executive Summary

Hong Kong-based Dah Sing Bank is the major banking subsidiary of Dah Sing Group. The bank provides banking and financial services through a network of about 70 branches in Hong Kong, Macau, and mainland China. The challenges faced by the Bank were to automate the entire e-mail marketing process and to enter the market faster with new financial products and services with complete campaign management. They wanted to be more cost-effective by enhancing marketing control and execute targeted marketing based on in-depth analysis. Development of more customer interaction channels was also needed. The solution was achieved by implementing Oracle Financial Data Model and Oracle Marketing which streamlined the end-to-end e-mail marketing process targeting existing bank customers, such as customer selection and campaign management. Automating complex multistage campaigns, including credit card usage programs and personal loan promotions were also some of the key benefits. The Bank also executed campaigns across multiple customer interaction channels such as Web, e-mail, and telemarketing and evaluated critical marketing performance indicators. They were able to generate campaign-specific target and suppression lists from multiple data sources, including a data warehouse, based on user-defined criteria. The Bank carried out necessary controls and procedures to ensure complete and accurate Return On Investment (ROI) analyses and also ensured the automatic tracking of all assigned and assessed costs or revenues.

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