Reactivation of dormant customers

Objective

A large regional bank faced the problem of a large number of inactive (dormant) users who had not made any transactions for over three months.  It was necessary to understand the reasons for the churn of users and develop highly targeted marketing campaigns that will be able to reactivate these customers.

Effect from the solution

  

reactivated users from the selected target audience

increase in the conversion rate – reactivation of users as a result of the targeted marketing campaigns

KPMG approach to the project

  • Identification of dormant users, analysis of the full history of interaction with them
  • Building a reactivation model:  119 parameters based on financial and non-financial user data
  • Building personalized preference models, planning and conducting marketing campaigns for reactivating dormant users
  • Development of a prototype computational analysis platform with due account of the the bank’s infrastructure specifics