Bank Marketing Association of the Philippines organized the SAS Cafe on Customer Intelligence featuring Mr. Stephen Arnold, Practice Leader for Analytic Intelligence in SAS Australia last July at Uva restaurant in Greenbelt 3, Makati City. The seminar was aimed at providing insights on how one can make customer intelligence increase the share of wallet of a bank. With Arnold’s extensive experience on customer intelligence projects in banks such as ANZ and Bankwest, the seminar equipped participants on how banks can maximize customer intelligence in order to: increase marketing effectiveness through better-targeted campaigns based on accurate profiling and segmentation, improve response rates for cross-sell and up-sell campaigns and effectively measure and monitor marketing performance. Shown in the photo is Mr. Arnold.

Learn through an innovative, nontraditional way like having coffee with colleagues.

The seminar aims to provide insights on how one can make customer intelligence increase the share of wallet of a bank. With Arnold’s extensive experience on customer intelligence projects in banks such as ANZ and Bankwest, the seminar will equip participants on how banks can maximize customer intelligence in order to: increase marketing effectiveness through better-targeted campaigns based on accurate profiling and segmentation, improve response rates for cross-sell and up-sell campaigns and effectively measure and monitor marketing performance.

Based on an IDC Research, marketing organizations that use customer intelligence show a 16 percent higher ability to provide insight into customer needs and are more effective in predicting customer behavior by 24 percent than those who do not.