Finservugi introduced a domestic platform for automation of targeted marketing

2024: Implementation of CM Ocean platform

Financial Services Marketplace integrated In the target automation platform marketing CM Ocean from (Data Sapience part of the group of companies). GlowByte During the project, the task of automatically forming and prioritizing personal proposals from banks insurance both companies was solved. Integrations with outgoing communication channels, front-end client service systems mobile application , and the client's personal account (web) were also implemented, and the reverse flow of analytics upload to the corporate one was configured. data warehouse GlowByte announced this on September 18, 2024.

The project was started based on the solution of the western vendor. However, in connection with the departure of Western companies from Russia in early 2022, it was decided to change the paradigm and choose a supplier from the register of Russian software. Based on the competitive analysis of the Financial Services, they chose a solution on the platform of the Data Sapience vendor.

Before the project, Financial Services marketing campaigns were launched manually using SQL scripts. As of September 2024, all offers for insurance, deposit and information products have been transferred to CM Ocean and are launched on schedule. The volumes are comparable to the largest implementations in the banking and telecom industry: up to 2 million personal offers are created and prioritized daily. The rate of delivery of such sentences to frontal systems is measured in tens of milliseconds. 

The development period until the completion of the MVP stage and the sending of the first communications took only 4 months. The targeted solution was implemented within 8 months. 

Automation of interaction processes with the client base is one of the drivers of business growth. The CM Ocean system made it possible to launch onboarding processes for new customers, sales of additional and cross-products, as well as a campaign to retain customers during the scaling of Finservices through coverage channels, which generally gives positive dynamics of the main financial and product metrics. This is the first case of introducing this platform in the Russian Federation and a clear example of successful import substitution. The implemented functionality allows us to implement the tasks of expanding and depth of personalization of offers and communications with customers, add elements of machine learning to processes to optimize costs and increase conversion. In 2025, we plan to transfer trigger chains to real time and modernize the system of interaction with visitors to the site and mobile application,  said Sergey Miroedov, Director of Client Base Development, Finservy.

"The capabilities of CM Ocean made it possible to take Finservug's business to a new level as soon as possible - launching up to 120 batch campaigns per day with almost 100% coverage of customer bases financial offers on the market. Moreover, the system seamlessly integrated with the landscape previously prepared for the solution of the Western vendor, including with Customer Profile 360 in the PostgreSQL DBMS,  noted Anton Strelnikov, COO of Marketing Management, GlowByte.

Financial services represent a product that combines a large range of offers from leading banks and insurance companies. The CVM (Customer Value Management) team Financial Services has a clear vision of the business and technological solutions necessary to successfully advance the company's business. Thanks to the high professionalism of the joint Finuslug and GlowByte team, we implemented the launch of campaigns in the shortest possible time, added Vladimir Nosikov, CM Ocean Product Director, Data Sapience.