Westpac is achieving a 40 per cent uptake on the offers it promotes to customers online or over the phone, as a result of better customer insights achieved through its data analytics initiative, KnowMe.
Karen Ganschow, general manager for customer relationship management at Westpac, said the bank was analysing data associated with the 50 million interactions it has with customers each month.
Speaking at the SAS Forum in Sydney yesterday, Ganschow said the bank had access to transactional data associated with the use of credit cards, with a Westpac card now being used once...
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