1. BANK OF IRELAND ANALYTICS
Using Data and Analytics to provide personalised Customer Experiences
Colin Kane
Head of Analytics
Retail Ireland

2. A 235 YEAR OLD FINTECH
Founded 1783 – worlds 19th oldest bank
Universal bank – Retail, Corporate & Treasury, Bancassurance
Dominant position in the Irish marketplace
Largest lender into the Irish economy
No.1 or No.2 in all markets we serve
c.260 branches ROI & NI
Leading position in mid-market US and European Acquisition Finance business
Partnership model in UK with distribution through the Post Office and AA
Largest Irish indigenous employer
Strong CSR focus – Ireland’s most generous workforce
Customer driven with a Digital and insights focus – 97% of all transactions are through digital channels

3. The way banks interact with their customers is changing

4. Picture of relationship management
Only 3% of our customers’ total transactions are now conducted over the counter

5. The Bank has 20 million interactions with customers every month across the mobile application and online banking.

6. Log in 80 times per day

7. INTERACTIONS WITH EVERYDAY BRANDS ARE SETTING THE EXPECTATIONS
Stat about Coca Cola
Stat about Starbucks

8. OUR CUSTOMERS HAVE TOLD US THEY WANT PERSONALISED EXPERIENCES
Customers expectations
are growing
Consistent, frictionless and personalised experience
“Anticipate my needs”
“Know me as a person”
So in terms of the specific project we are here to talk to you about
Yes its about innovation
And yes its about this talented group of individuals looking to demonstrate their skills
But primarily its about our customers
Customer expectations are growing
Through interactions with Netflix, Amazon, Hailo etc. customers are used to a consistent, frictionless and personalised experience.
These major companies are now digital and customers are living their lives in a digital universe
Individuals are spending 3 hours per day their phone, multi screening and …
Other things the customers have told us
What this measn
This is a massive undertaking for a organization like Bank of Ireland that’s over 200 years old with legacy systems and siloed data..
The bank relies on the Data Science team to understand our customer and infuse the strategies across products, propositions and marketing
Tee up specific project we are here to talk about
“Reward me for my business”

9. THE OPPORTUNITY IS IN OUR HANDS
Mobile Banking
12,000,000+ sessions per month
Desktop B365
5,400,000+ sessions per month
Group Website (boi.com)
1,800,000+ sessions per month
Historically we were not exploiting the hugely rich data source that is our customers engagement with our online real estate
These data points provide a huge amount of additional insight into our customers behaviours and intent and so can enrich an awful lot of our data science modelling and campaigning
Even on GWS where there is no login
Over 20 million customer touch points per month!

10. HOW DO WE CREATE EXCELLENT DIGITAL EXPERIENCE
Provide Personalised Customer Experience
Seamless customer interactions
Valuable human touch points when needed
Deep Customer Understanding

11. DATA AND ANALYTICS
RBS Mission Statement

13. SO WHERE’S THE BASELINE

14. WHERE ARE WE STARTING FROM

15. WHAT’S THE VISION Predictive Models Recommendation Engines
Next Best Action
Advanced Attribution
Channel Preference

16. LONG LIST OF CHANNELS AND CUSTOMER JOURNEYS TO PERSONALISE
Personalise contact centre experience
Personalise branch experience
Personalise digital marketing experience
Personalise website experience
Personalise customer on boarding journeys ……

17. AN INSIGHT INTO DIGITAL MARKETING AND WEBSITE PERSONALISATION
Bank’s Predictive Models for offline channels
Anonymous Google ‘In Market’ Segments for Online Channels

18. COMBINE ONLINE AND OFFLINE DATA TO IMPROVE DIGITAL MARKETING
Test Bank’s predictive models vs. ‘In Market Segments’ and the overlap of both.
Bank’s
Predictive
Models
Google
‘In Market’ Segments

19. COMBINE ONLINE AND OFFLINE DATA TO IMPROVE DIGITAL MARKETING
Initial results from launch in 2017
First test in EMEA – ‘Conversion uplift Study
16% INCREASE in conversion
“BANK OF IRELAND DATA BEATS GOOGLE MACHINE LEARNING”
Roisin Moran, Head of X Performance, Google

20. WITHOUT WEBSITE PERSONALISATION
Website personalisation is important because the website is like our shop front – to make sure it’s a cohesive experience.

21. WITH PERSONALISATION - 180% INCREASE IN CONVERSION RATES
There is currently a Mortgage FTB Personalisation test running.(screenshots attached)
The test group consists of Hashed IDs from Decile 8, 36, 38 and 43 with a score from 1 – 4.
Mortgage Leads from the personalised HP are up 180% versus the original HP.

22. USE CASES FOR SERVICE AND PROACTIVE CARE - 104% INCREASE IN SUPERVALU CARD LINKAGES
 Also attached is the SuperValu Modal we ran through optimize. This modal was only shown to existing credit card customers that hadn’t linked their Credit Card to their Real Rewards card. During the time this test was live there was 104% increase in SuperValu card linkages.

23. SOME OF THE CHALLENGES
Requires a new operating model and ways of working.
Doing this at scale (content, compliance, moving towards real time).
Dealing with legacy systems either back end or front end.
Gathering and matching all the data required for attribution modelling.