Case Study: ING‑DiBa achieves award-winning real-time personalized digital customer communication with ACTICO Rules

Digital Customer Communication In Real Time With Business Rules

ING wanted to move from static mass messaging to personalized, needs‑based digital communication in real time for its online banking customers. To achieve timely, relevant banner and content delivery inside the customer portal, ING‑DiBa partnered with ACTICO and deployed the ACTICO Rules business rules management system alongside predictive analytics and big data capabilities.

ACTICO implemented a solution that preselects target groups via predictive models, runs real‑time session analysis on big data, and uses ACTICO Rules at run‑time to pick the most relevant content for display through the CMS — with business users authoring and maintaining rules directly. The result for ING was higher relevance in customer contact, faster implementation of sales and marketing measures at scale (ING‑DiBa serves over 8 million private customers), and strong recognition: the project won three awards (Digital Banking Award, Digital Leader Award, and the ING Group Empowerment Award).

ING

Florian Stollenwerk

Product Owner