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Increase Credit Card portfolio and spend by implementing a structured campaign management strategy

About Client

Client is a largest bank headquartered in Jakarta in terms of assets, loans and deposits. As of December 2020, the bank had 2,511 branches spread across three different time zones in Indonesia and 7 branches abroad, about 13,217.

Objective

  • Client wanted to increase the card spend of customers via data science-based marketing campaigns that sent highly relevant and targeted campaigns
  • Boost engagement and improve marketing and sales campaigns using data-driven customer insights.

Impact

  • Loyalty campaign –11% increase in response rate for mass campaigns
  • Spend campaign – 2% increase in revenue from spend campaigns only
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