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Data Analytics in Banking

Data Analytics in Banking

Banking is getting branch-less, modern, and digital rapidly. As banks compete to get an advantage over their competitors, the need to adopt data analytics becomes even more relevant. If there ever has been a sector where analytics could play a great role, it is banking. Banks have been dealing with data for decades and its scientific analysis can help them bring a huge boost in their performance, leading to an increase in the bottom line. According to a study, over 90% of the top 50 banks in the world are currently using advanced data analytics to achieve their goals. While the applications of data analytics in banking are endless, here are five of the most common applications and how they help in gaining a competitive advantage.

Customer Segmentation

Customer segmentation allows banks to differentiate their customers according to their income and other important factors to address them properly. It is crucial to differentiate customers that make the money and customers that don’t. To grow their wallet share and create more loyal customers, banking firms need to concentrate on selling the right product to the right customer. According to a study, proper segmentation can help banks increase revenue by 30% and decrease costs by 25%. Moreover, segmentation is the top area of investment in marketing and product departments in banks with over 2.5 billion in assets.

While most banks base their segmentation on basic parameters like age, gender, region, education, and so on, data-driven segmentation also takes into consideration their milestones, personal preferences, attitudes, and technological savviness. Based on this, you can market the right product, to the right customer, at the right time, and over the right medium.


Fraud Prevention

Understanding the usual spending behaviour of an individual helps in raising a red flag if any scandalous event occurs. If a sudden increase in the expenditure of a cautious customer is noted, it might mean that the customer’s card was stolen and is being used by fraudsters. Data analytics has helped Americans banks prevent fraudulent transactions worth $22 Billion in 2018. Fraud prevention is so important to banks and other financial institutions that they will spend 9.3 billion for it annually.

Fraud and fraud patterns are evolving and changing more rapidly than banks can keep pace with. That is where artificial intelligence and machine learning-driven data analytics are bridging the gap by helping banking organizations detect risk, breach and fraud quickly and at the source. This early detection can stop over 60% of fraud-related losses and help the bank reissue less compromised cards to its customers.

Risk Assessment

Risk Assessment is one of the top applications of predictive analytics in banking. It is of a high priority to banks as it helps in regulating the financial activities and pricing financial investments. The financial health of a client organization can be assessed for better financing, facilitating acquisitions and mergers, and for investment purposes. Moreover, top banks like JP Morgan Chase and the U.S. Bank already use it consistently to make accurate investment-related decisions.

The traditional credit risk process is slow and labour-intensive, while data-driven predictive models provide instant results. These models use a broader range of data sources and result in a lower rate of default losses, reducing the risk of losing customers to the competitors due to a slow process. Moreover, banks can also find patterns with their customers that can lead to anticipating and mitigating an upcoming risk.

Feedback Management

Feedback management is a great example of the role of data analytics in the banking sector. Predictive analytics help banks to keep up with their relationship with the customers by offering the right products and services based on their needs. To gain a competitive advantage, banks must understand the importance of data analytics and develop strategies based on the insights from their clients’ data. The U.S. Bank has been using data analytics-driven feedback management to improve its services since 2015. It monitors over 24,000 customer reviews across over 23 websites to understand their pain points and adapt their offerings based on them.

Customers expect banks to take care of all their finance-related needs. By collecting feedback from customers, banks can effectively fine-tune their products and services to sync with the customer’s expectations. Banks that use feedback analysis and management can be faster to market compared to their competitors but also arrive there with better products.

Lifetime Value Prediction

Customer lifetime value (CLV) is a forecast of all the value a customer will bring to the bank during the course of their relationship. The importance of calculating CLV is growing rapidly, as it helps the banking organization to create and sustain a highly-beneficial relationship with a select group of customers with high lifetime value, therefore ensuring higher profits and business growth. Recent research suggests that the CLV of a customer can range from $2,000 to $4,000. Columbia Bank and National Bank of Canada regard CLV as an important factor in making business decisions.

Using CLV as a measure requires the whole organization to shift its aim from quarterly profits to establishing a long-term relationship with the customers. It doesn’t just help you track customer profitability, but also sets an upper limit to the customer acquisition costs. Therefore, a thorough CLV analysis helps the bank make accurate and calculated decisions regarding the marketing, sales & pricing for the new customers.

Premier banks like Bank of America, JP Morgan Chase, and U. S. Bank have understood the importance of data analytics in banking and have incorporated it in their business operations. SPIN Strategy offers world-class data analytics that has helped numerous banking organizations to boost their profits and gain competitive advantage. If your banking organization is planning to implement advanced predictive analytics, contact SPIN Strategy now at

Importance & Benefits of Predictive Analytics in the Ecommerce Industry

Importance & Benefits of Predictive Analytics in the Ecommerce Industry

Predictive analytics is a form of data analytics that helps in getting information from historical data sets to identify patterns in the data and forecast future trends and outcomes. Historically, ecommerce companies have been rather slow to adopt it, but giants like Amazon and eBay have understood the importance of predictive analytics in ecommerce and have incorporated it in their operations.

Predictive Analytics can give ecommerce companies an unparalleled insight into their customers. Before this, building and marketing ecommerce stores used to involve loads of guesswork. Now, they can easily see what is working and what is not, thereby removing any area that can pose risk. While the benefits of data analytics in ecommerce services are endless, here are a few of them:

 Better Recommendations

Recommendations are very important for any ecommerce business, but it is more important to get them right. Data analytics helps online stores make better recommendations to customers by correlating data from various sources to make a personalized recommendation. 35% of Amazon’s annual sales come from successful product recommendations made using predictive analytics.


Dynamic Pricing

The traditional approach of ‘one-size-fits-all’ is no longer applicable. With the help of advanced analytics, online stores can sell their products at the best price and make huge profits when the demand for the item is high. Amazon has experienced over 143% increase in net profit between 2016 and 2019 after adopting a data analytics-based pricing strategy.

Optimized Supply Chain

No customer wants to see the dreaded ‘Out of Stock’ label in the place of the ‘Buy Now’ button. According to research, two-thirds of customers who experience an ‘Out of Stock’ situation will choose to shop elsewhere. Top brands like and Amazon have invested heavily in predictive analytics to sell products that have not yet arrived in their warehouses.

Better Customer Service

Good customer service directly leads to higher customer retention and conversion, thus bringing more profit. Predictive analytics helps ecommerce companies provide better customer service by identifying issues in the delivery process, the delivery time of the goods, average response time and other factors which customer service staff can act on to reduce the chance of bad service.

The implementation of predictive analytics in ecommerce can become a huge advantage for any e-tailer. However, implementing it properly can be a huge challenge. Powered by Artificial Intelligence, SPIN Strategy provides predictive analytics solutions that help such ecommerce businesses in making strategic decisions that boost business growth. To know more, visit



When you order at a restaurant, do you ask for a cola or a Coke? If you need to copy your documents, do you ask for a photocopy or a Xerox? These terms are known as proprietary eponyms and are the pinnacle of brand awareness. These companies/products have become so well known in daily life that they have replaced the original terms for the products in our vocabulary.

Branding is important for every business, whether the business operates online or offline. The objective to synchronize all the products and services under one umbrella. This is particularly important because it is then that the potential customers can recognize and associate the logo with the offerings of the company. According to research, 33% of customers go shopping with a brand already in their mind. While the benefits of having a strong presence are compelling, achieving one is easier said than done. Nevertheless, organizations can start by implementing these proven strategies to strengthen their brand:

Work From Inside Out

If an organization needs to make a name with a strong recall value, it will have to differentiate itself from its competitors. How it packages its offerings and communicates the same to the audience are critical. That is how it can stand apart from the others in the crowd. To achieve this, marketing cannot be limited to a single department. All areas of the organization must demonstrate the brand value to the customers.

Understanding the target segment’s needs and building a product that offers relevant services to solve the pain points go a long way in establishing a brand. Next, customer experience is the groundwork from where organizations can build the rest of the brand marketing strategy. According to a study, customer experience will overtake product and price as the key brand differentiator by the end of 2020. FedEx, Apple, and Amazon are recognized as leaders in the customer experience field.

Boost Recognition – Increase Recall Value

Becoming a common household name cannot be achieved overnight. Brand recognition is one of the best forms of marketing. A holistic approach encompasses referral programs, guest posting, freebies and more. These are all exemplary forms of brand marketing activities that are sure to make your brand more recognizable. The best example of such recognition is Coca-Cola, whose logo is recognized by over 94% of the global population.

Be the Game Changer in the Competition

While this is very important for businesses in any industry, many of them fail in this area. They fail to realize that theirs’ are not the only businesses. There are dozens more operating in the same niche. If they want to successfully build a name, they have to know their biggest competitors inside out with a thorough competitive analysis. Take the time not only to identify the biggest competitors but also their marketing efforts and improvise your efforts.
Having known what works for the competitors and why, incorporate some of the best practices tweaking them to suit the requirements and ecosystem of your business. Finally, chip in your signature unique selling proposition of your brand. That is how you can position your brand effectively before the relevant audience and occupy their mind spaces.

Build Brand Loyalty

A whopping 65% of an organization’s business comes from existing customers. Moreover, 59% of customers buy new products from a trusted Source. Therefore, it is important to take steps that will build brand loyalty. This is achieved through free loyalty rewards programs. This will not cost your business a lot but will keep the customers coming back to your business. In the connected world, where the value of the offering is determined by perception, having the customers on your side can get you the needed reviews and recommendations.

Provide Valuable Content

Content is a key way to convey your product/company value and increase brand strength. With valuable content, businesses can demonstrate their thought leadership to the target audience, help build trust, and delight them into becoming brand advocates. However, what most businesses forget while providing content is that the content should provide quality for the target audience and not quantity for the company. Over 82% of consumers feel good about a brand after reading valuable content. Moreover, 61% of people are likely to buy from a brand that delivers unique content.

So, here are the five important marketing strategies to strengthen your brand. Which one will your business start with? To know more about branding and strategy contact one of our experts from SPIN Strategy today. Write in to

At a point in time, data-operated marketing, Artificial Intelligence, and Voice Search, engines had no such relevance in the technological world. They were considered some mere ambitious concepts that would not propagate accordingly. However, today these concepts have seen the light of success in its revolutionary way. In 2020, they are considered the most prioritized concepts of the business era.

Moreover, why would not the concepts be prioritized? After all, when it comes to competition in the business field, you must vividly adapt to the progressing technological advancement in the digital marketing platform. Let us discuss digital marketing trends that you absolutely cannot ignore in the year 2020.

  1. Artificial intelligence: If you are not aware of the advancement of technology today, then you are probably unaware of the fact that artificial intelligence is gradually dominating its way out in the year 2020.

From gaining a sustainable competitive advantage allowing enterprises to move into new sectors to cost-minimization and technology-driven products and services, AI is playing a pivotal role in business transformation.

Reasons for adopting AI trends in Digital Marketing 2020

In addition, AI can evaluate consumer buying behavior and patterns, and use business data to comprehend how customers search for products and services. So it is right to conclude that AI will soon be the driving force for a plethora of services in various business sectors like:

  • Product recommendations
  • Basic communications
  • Email personalization
  • Content creation
  • E-commerce transactions

Digital Marketing Trends


  1. Programmatic advertising: Programmatic advertising uses artificial intelligence to operate ad buying in a way that it can fetch an accurate audience for the brand. 
  2. Chatbots: This is one of the important aspects of digital marketing and it is going to remain so in the year 2020. This enables you to chat with your customers in real life at any hour of the day.
  3. Conversational marketing: This facilitates the one to one system of interaction between customers and marketers. Customers prefer this system as they get an immediate real-time response to their queries.
  4. Personalization: The one key to success in 2020 is to personalize your complete marketing system starting from products, contents, emails, etc.
  5. Video marketing: It is one of the important elements for marketing, and it is going to remain so for the next 5-10 years. It is very important to incorporate video marketing into your digital marketing strategies in the year 2020.
  6. Influencer marketing: It is a type of vocal or word-of-mouth marketing where key personalities are used to convey your products to a larger marketing area.
  7. Social media/messaging apps: The statistics of the messaging apps forecast the real value of it when it comes to marketing trends. Billions of people are on these social messaging apps, making it a great place for displaying your brands.
  8. Visual search: Visual search can help people get a greater experience. People can upload a picture of the specific thing they wanted to search and get instantaneous results.
  9. Micro-moments: To have the full advantage of this system in 2020, marketers need to be very careful and should place themselves in a way so that consumers could find whenever they are turning to a device to search for something at that moment. In other words, marketers have to be “be useful, be there, and be quick.”
  10. Smart speakers and voice search: As the amount of voice searches has increased considerably within the years, the marketers need to rethink their digital marketing strategies in 2020 and give more importance to voice search systems.
  11. Social-media stories: The popularity of this story concept redeemed from the Snapchat platform and now it has been popularized on Instagram, Facebook, and even YouTube. Therefore, marketers must consider this while promoting their brand online.
  12. Push notifications of browser: These push notifications are on the higher end of success and have been extensively used in marketing. 2019 has seen greater aspects of it as more than 85% of the online stores used it to engage customers.
  13. Content marketing over SEO: In 2020, Google rolled out with some new updates that confirmed that content marketing is much more effective than search engine optimization and thus content marketing continually dominates SEO.
  14. Search engine optimization (A/B split testing): When it comes to modernized marketing, everything renders about analysis and testing. By the use of the A/B testing, you can easily determine which versions are best complementing your business by driving the desired results. 
  15. Shoppable posts and social commerce: When both social media and e-commerce platforms are growing at an extensive rate, there is no wonder why marketers are using both for generating sales.
  16. Interactive content: Interactive content is one of the fastest-growing trends in digital marketing. In 2020, we are bound to experience dynamic and engaging content instead of traditional text-based boring content.
  17. Omnichannel marketing: It was one of the most popular buzzwords of 2019 and is most likely to be the one in 2020.
  18. Immersive technologies and augmented reality: It has been essentially predicted by Gartner that by 2020, almost 70% of the organizations are going to be under the influence of augmented reality and only 25% of them will deploy towards production.
  19. Augmented and predictive analytics: In the year 2020, digital marketing will come under the influence of this a lot more due to its significant use in lead scoring and in segmentation and personalization of an individual, which effectively helps marketers to improve the customer loyalty base.
  20. The rapid growth rate of geo-fencing: Geo-fencing is a great system to target customers as it uses the customer’s location for real-time targeting.
  21. Progressive web apps: They are websites that can be used as mobile apps. The year 2020 will bring in more and more Smartphone users and it is expected to reach up to 2.87 billion by this year.
  22. User-generated content: It is a Strong resource for marketers who want to enter the millennial markets. The year 2020 marketers need to have this system to grow.
  23. Blockchain technology: By 2020, we will see the following trends in the Blockchain: tracking of media buys, elevating transparency, handling of social impressions, pinpointing the target, protection of personal data, provenance, and authentication.
  24. Quantum computing: A new technology is significantly based on Quantum Physics.

Honorable mention:

  • Deep learning and larger data
  • Automation
  • Smart auction of google ads
  • The position zero in SERP
  • Branding
  • Superior Analytics
  • 5G technology
  • Secluded marketing
  • Security of the website
  • IoT advertising
  • Long-form content
  • Keyword search
  • Structured data
  • Search engines
  • Voice marketing


In these recent times, everything we can think of is online. So taking business and marketing to the web is a tactical approach that can be proved profitable. Digital marketing is a dynamic platform with a constant employment rate and even more. Recently there have been many new job openings in this field. Therefore, the digital marketing trends mentioned above are very essential for any marketer to take their business to the next level.


To be honest, designing business marketing campaigns for existing customers is as difficult as nailing jelly to a tree. That’s given.
To accomplish this feat of tough analysis, access to a list of customers, email addresses, and purchase data is imperative, but the tricky part remains unattended- sending meaningful insights that will boost a customer’s lifetime value and trigger a repeated purchase.

This trick of accurately targeting customers has been cracked by big enterprises with the help of in-house Data Science teams using a particular approach. The name of their approach is- Market Basket Analysis (MBA).
It is one of the key approaches adopted by renowned retailers to unravel the link between items. One of the basic principles of this approach is to track the combination of items that occur together repeatedly in the transactions.
In simple words, it enables retailers to determine the relationship between the items that consumers purchase. Let’s dig deep for a better understanding.

At the core

The very base of MBA, popularly known as Affinity Analysis, is depended on Data Mining, which uses Association Rule Learning to determine the bond between customers and the attributes associated with them.

The more common and stronger a relationship is, the quicker you can put your customers into segments for future analysis. All that is needed for this initiative is customer and order data.

A scenario– In a grocery store, there are numerous products, out of which consumers can lay their hands on any particular group of things. Say Peanut butter and jelly, cream cheese and turkey, etc. Using Market Basket Analysis on the grocery store data, it will be a piece of cake to determine which products are brought together by customers. Adding a feather in its cap is- discovering new bonds between customers and newer product combinations.

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How to make your Season Sales more efficient? Only AI has the answer

To comprehend the relationship between Customer Buying Behavior and MBA in detail, read on.

Comprehending Customer Buying Behavior using MBA

With MBA comes the good news of unearthing the connections between the purchasing pattern of customers, by determining the products or menu items that appear frequently in transactions.

Smart retailers can evaluate this relationship between the products, which consumers purchase and can use this data to come up with new products or pricing models for maximum revenue.

Here are some smart ways to make use of such insights from MBA:

Cross Selling - Up sell - Market Basket Analysis

  • Cross-Sell: Group products which customers buy often from the store
  • Marketing promotions: Focus marketing campaigns to customers and lure them to buy products for an item recently bought
  • Web stores- Propose associated items that are frequently purchased together (“Customers who purchased this product, also viewed this product”)

To read the maximum benefits of this analysis, hiring the services of an expert in the field is the only option.

How SPIN’s MBA Analysis expertise helps

It comes as no surprise that MBA is applied to different segments of the retail sector to pump up sales and open new streams of revenue sources by determining the requirements of the customer and making purchase offers to them.

Banking on this theory, SPIN uses MBA to help its clients with:

Cross-Selling: A sales technique that enables the seller to suggest a related product to a customer after the first purchase is made. With SPIN’s MBA, retailers can comprehend consumer behavior and pitch the right product for cross-selling.Up Sell Cross Sell Market Strategy

Product Placement: It is a technique to place complementary and substitute goods together for the customer to buy them together. Using SPIN’s MBA, retailers can determine the goods, which a customer is more likely to buy together.

Detection of fraud: MBA contains credit card usage details and it can be used to determine the purchasing behavior to detect fraud possibility. SPIN’s MBA will prevent your retailer business from such adversities too.

Customer Behavior: SPIN’s MBA helps to comprehend customer behavior under a host of different conditions, enabling the retailer to determine the connection between two products, which people purchase, and get the knowledge of the customer’s buying behavior.

SPIN’s MBA is the combo of AI and ML

Businesses want to evaluate the different angles of customer behavior inside a store. With the right data sets to determine customer behavior of retail stores, businesses can categorize data to define the :

  1. Right product association
  2. Trip types
  3. Point of sale and marketing

Artificial Intelligence and Machine Learning

After analysis of the consumer behavior inside a retailer store, AI and ML techniques powered by SPIN Strategy algorithms are applied to reap the following benefits for the retail business:

  1. Develop lucrative combo offers
  2. Place associate products together in the store
  3. Customize the layout of the eCommerce site catalog
  4. Manage inventory based on the products with better demand
  5. Categorize different shopping trips to generate the best shopping experience
  6. Create customer profiling and apply segmentation using buying pattern
  7. Determining the best product association

To wrap it up

Market Basket Analysis is used by some of the biggest companies in the world to make informed and strategic business decisions. 

Here at SPIN Strategy, our professionals can help you perform such an analysis on your customer base to drive your market growth and design your product.

Interested in exploring MBA? Visit:

Artificial Intelligence – Leading the way towards global development!

With the world rapidly evolving, customers have become almost equivalent to business owners dictating the shopping terms, sales funnel, marketing efforts, etc. As per their needs, customers decide:

  • How to shop
  • Where to shop, and
  • How to proceed with the transactions-online or offline

Along with adapting these changes in customer aspirations, organizations also need to redefine business operations for every industry to emerge more customer-centric and tailor-made as per customer needs.

Reality CheckCustomer-centricity is not an out-of-the-box topic for organizations, principally for those trying to set a benchmark for client satisfaction.

Before we get further, let’s get an in-depth understanding of what a Customer-Centric company is.

What is a Customer-centric company?

In business terms, being a customer-centric company means offering unprecedented customer experiences right from awareness to purchasing, and finally post-purchase stage.

Customer Centric Business Structure 2020

For a customer-centric company, it is a mandate to execute business operations that stimulates positive customer experiences, prior and post-sales conclusion. This assures to uphold the culture of repeating customers, and boosts consumer loyalty for increased profits.

Does your business is in need of it?

Business needs Customer-centricity: Why

Market hypothesize confirms that businesses that apply customer-centric strategies encounter a 55% increase in profits, year by year. For such businesses, customer-centricity is more than mere words on a paper and goes beyond employee meetings or customer surveys.

If the target is to improve the business value and be in sync with the changing trends, incorporating customer-centric strategies is the key.

As per the core principle of customer-centricity, every organization in any industry requires a robust foundation in 1) leadership and 2) strategy, and the poised use of 3) people, 4) platforms and 5) processes.

How to be a customer-centric business?

Customer-centricity commences with a company’s culture and commitment to customer’s success.

Here is how your organization can turn into a fully-fledged customer-centric business.

Customer Centric Business Strategy

1. Predict customer requirements

Anticipating the market’s future needs is a game-changing business move. To be customer-centric, it is imperative for companies to anticipate customer needs and provide helpful suggestions accordingly.

2. Compile customer feedback

Frequent and regular communication with customers is the key to successful customer-centricity. Thanks to the digital transformation of the world, there are countless encounters to accumulate customer feedback like emails, chat, In-app messages, SMS, FB messenger, etc.

3. Convenient customer support

Contacting the support team of a digitally built business is the most difficult task. Easy access to customer support builds rapport and trust, laying the foundation for long-term business relationships.

4. Deliver proactive customer service

Providing customers with added value beyond the point of purchase, like proactive customer service- resources to customers to solve minor problems independently, is the key differentiator.

5. Move beyond purchase

Only with added benefits that extend beyond the point of purchase can old customers be motivated to  buy again, and create a memorable experience.


Measuring customer-centric success is crucial: 

Customer Centric Business Strategy
Customer Centric Business Strategy

To measure the success of a customer-centric business, taking into account the following top three significant customer metrics is fundamental:

Net Promoter Score

Are you happy with the products/services?

NPS that focuses on unraveling customer loyalty uses the answer to define the success of customer-centricity.

Whenever a client answers to this question, the response is segregated into certain predefined criteria.

 Net Score Business

Promoters (9-10) – Such customers love the product/service and are quite likely to refer it. Customers who rate your product/service a 9 or 10 have high customer lifetime value and are indefinitely repeat customers.

Passives (7-8) – Such customers who rate your product/service a 7 or 8 are simply happy being a client, however, they are more prone to switching to a competitor in case of a better and inexpensive product.

Detractors (0-6) – Customers providing such ranking are unhappy with the product/service, and are more prone to damaging brand reputation.

Bottom line- The more Promoters a business has, the better the growth it experiences.

Churn Rate

Procuring new clients on a frequent basis puts most organizations in a quandary. Thus, more business is investing in retaining existing clients instead of chasing more fresh leads. Here’ why:

  • Procuring new clients, compared to existing clients, increases the cost up to 5 times.
  • Minimum 2% hike in customer retention is equivalent to cost-cutting by 10%.
  • On an average, companies lose around 10% of their customer base annually.

Note: Companies with a higher retention rate grow faster.

Customer Lifetime Value (CLV)

For any growing business, the customer base is one of the most valuable assets.

With CLV, the revenue collected from such clients during their customer lifetime, starting from the first purchase until the time transactions stop is measured.

With the help of CLV final calculations, it is easy to comprehend why a business should keep investing in customers.

Concluding thoughts

It is no news that businesses are reaching out to different ways to incorporate more customer-centric strategies in their approach.

Any organization that has a lack of customer data and priorities revenue over customer needs still has some catching up to do to sustain in the 21st– century business world.

Introducing the customer-centric brand culture is undoubtedly the best route for businesses to align leaders’ choices with the mindset of the team and cultivate the values. To successfully apply the customer-centric strategy, this culture must be in sync with other business strategies.

At SPIN, we maintain robust individual contact profiles and useful CLV insights and purchase likelihood tools that can help your esteemed organization to be customer-centric successfully, and market smarter.

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