Cross-sell plays a key role for any bank to increase bottom line and increase customer stickiness. However, targeting a wrong customer repetitively can not only result in wasted resources but also an irritated customer.

Today’s customer evolves at a rapid pace and hence banks need an intelligent system which can create unique personas by cross linking 100s of variables ranging from date of birth and income to buying patterns, preferred mode of contact and more, in REAL TIME.

Read this whitepaper by Anurag Pal, a ML specialist and Consultant at iGCB, Intellect, to understand how Machine learning models can help banks target the right customer at the right time through the right campaign.