Uralsib and GlowByte started the Digital Real-Time Marketing system

2020: Project completion on system implementation of Digital Real-Time Marketing

On February 6, 2020 it became known that the Uralsib Bank and GlowByte company completed the project on system implementation of Digital Real-Time Marketing using the solution IBM Tealeaf. Now the website of bank ‒ is the instrument of detection of needs of visitors in real time and the effective sales channel.

As it was reported, earlier the bank collected data on visitors of the website in limited scope, opportunities was not flexible to manage degree and structure of the saved analytical data, and personalisation of content on the website was carried out manually and in small scale. So, clients of bank not always received the most relevant offers, and employees of the bank spent a considerable part of time for manual adjustments.

Now visitors of the website of bank see the personalized content. Analytical data of the website are unloaded automatically and allow to reveal quickly any problems or potential places for development.

The DRTM system is organically connected with other marketing systems of bank (EVAM, HCL Interact). She participates in cross-channel scenarios of communications and is controlled uniform policy of contacts with clients.

Also system:

• reveals target actions among huge data array from the website;
• identifies the visitor and creates the personalized offers in a second;
• can personalize content of the website both for segments of visitors of the website, and for the specific identified visitors;
• personalizes content on the website depending on a customer behavior, these external partners and the internal Customer Relationship Management System;
• displays the offer approved for the client;
• online reacts to actions of the client on the website, if necessary, transfers communication with the client to other canals;
• collects data on use of the website by clients of bank for the subsequent use in mathematical models.

For example, the client visits the website of bank. It is known that earlier this client watched the page of a cash loan, but did not leave the request. Perhaps, it had questions to bank. Then can be one of scenarios of system operation following: at the following visit, he will see content devoted to a cash loan at once.

The user's response to the personalized content allows to obtain at the same time analytical data on efficiency and to use a response as the trigger for creation of chains of marketing campaigns which localize the offer interesting to the user with each receipt of data.

In DRTM integration of a large number of technically complex systems is implemented. At the same time requirements for the minimum duration of work of all elements of a system, functionality of setup of the difficult logical scenarios depending on actions of visitors of the website and which are available in the CRM system of data, to observance of information security standards and the general security of a system, convenience of setup and use of a system by business users, a possibility of expansion of functionality and scaling are considered.

Uralsib and GlowByte bank continue development of a system using new scenarios of use of a system.

We see considerable potential in combination of the systems of Real-Time of marketing and methods of machine learning. Within our strategy we are going to develop further synergy of these directions, the Digital Real-Time Marketing project became one of stages. Shebalkov Mikhail, the Head of Department of electronic sales and services of Uralsib Bank told

When the client selects a product or looks for the answer to a question, he makes the decision not at once. The way of the client to the solution usually includes several steps, on each of which it apply in bank for information: via the website, call center, departments and other channels. On each step of decision-making it is necessary to provide it useful information. The platform which will pick up the relevant offer taking into account the last information which the client gave bank via the website and other digital channels is for this purpose necessary. Artem Gasumyan, the head digital of marketing of GlowByte company told