Case Study: ING Bank Śląski achieves 3x higher marketing response with IBM personalization solutions

ING achieves 3x gain in marketing response with personalization

ING Bank Śląski faced a challenge with its slow and costly marketing campaigns, which had cycle times exceeding 20 weeks. The bank's previous solutions offered no single customer view, could not support inbound channels, and generated subpar results due to a lack of relevance and coordination, driving up costs.

To address this, IBM implemented its Enterprise Marketing Management (EMM) technology, including IBM Campaign and IBM Digital Analytics. This solution centralized marketing and used next-best-action models to personalize offers across channels. The results for IBM's customer were a three-fold increase in marketing response rates, a 35 percent reduction in marketing costs, and a significant decrease in campaign cycle times from 21 weeks to just 4 weeks.

ING Bank Śląski

Martin de Lusenet

Customer Intelligence Program Manager