Australia and New Zealand Banking Group: Improving Campaign Effectiveness Through a More Accurate Understanding of Customer Needs

Overview

These days, businesses no longer need a crystal ball to predict how customers will behave. With the right business intelligence solutions, large organizations can accurately forecast how customers will respond to specific communications, such as marketing campaigns. So what was once guesswork has now turned into a science. It's a strategy that is working well for ANZ Bank. The bank is using SAS Enterprise Miner to better identify specific groups of customers with a need for a particular product or service.