News

Segmint revs up data-driven marketing platform

The active analytics solutions provider has added business intelligence dashboards and key lifestyle indicators to help banks boost customer engagement and cross-selling.

April 15, 2016

Segmint, a provider of active analytics and Always On cross-channel marketing, has announced the addition of new marketing solutions to its SegmintOne platform.

These include

• control group and champion–challenger test functions that measure effectiveness across marketing campaign audiences, messages and channels;
• real-time capabilities that meet the growing need for FIs to engage with customers at the moment when they are considering making a purchase in any channel;
• business intelligence dashboards that offer dynamic reports and customizable filters that allow FIs to make marketing adjustments on the fly; and
• intent KLIs that indicate a customer's interest in a product based on that person's activity on the bank's online and mobile channels. 
• The SegmintOne platform assigns KLIs to anonymized customers based on their products, activities and interests, channel preferences, competitive product mix, spending habits, lifestyle attributes and other insights derived from a combination of predictive and real-time transactional behavior.

"With analytics at their core, these enhanced products help CMOs improve the success of banks' marketing campaigns and can inform their marketing spend," Segmint President and CEO Rob Heiser said in the release. "We developed these solutions after listening to our partners' desire to provide the next generation of banking through KLIs serving as real-time triggers for delivering a highly personalized, truly tailored banking and payments experience."

According to the Gartner report, "Marketing and Data Analytics Primer for 2016":

Better customer insights need to be turned into a set of experiences that are orchestrated for maximum impact. These experiences should reflect near real-time data and deliver a more personalized message. Customer experience starts with relevance, and customers quickly grow impatient with experiences they perceive to be off the mark … Marketing that seems off-base can inspire low conversion rates at best, and fast defection at worst.