Case Study: Novantas achieves sub-second analytics, precision deposit pricing and 50% marketing cost reduction with Cloudera

Novantas identifying more than $15 million in opportunities for every $1 billion in bank deposits

Novantas is a specialist analytics and technology adviser for financial institutions, known for its “customer science” approach and deep expertise in deposits (helping optimize over $1 trillion on client balance sheets). Faced with weak market growth, compressed margins from low interest rates and digital competitors, and declining branch interactions, banks needed a way to retain and grow customer relationships by using Big Data to personalize pricing, offers and channels at scale.

Novantas built persona-based pricing models and a production analytics workbench (MetricScape on a Cloudera Hadoop/Spark platform) that maps customers by shopping behavior, rate sensitivity and retention to deliver precision-targeted offers. The result: dramatic efficiency and economics—marketing execution costs fell ~50%, promotional spend on incremental accounts dropped up to 60%, retention-offer expense was cut ~10% with only ~3% balance retention loss—and banks gained scalable digital acquisition and pricing that protect long‑term profitability.

Novantas

Kaushik Deka

CTO and Director of Engineering