A group-wide next-best-offer decisioning platform
The platform determines which eligible offer to present to each customer and through which channel, balancing commercial priorities against contact rules and limited channel capacity.
Group-wide decisioning across five countries
Across entities in five countries, customer-offer decisions had to account for eligibility, channel capacity, local contact rules and competing commercial priorities. The platform brings those constraints into shared decisioning logic through a common data model, constrained optimization and business configuration tools. Each entity keeps an isolated deployment and release schedule, while the group coordinates decisioning rules across the portfolio. Conversion and sales value have increased by double digits.
Client
- Sector
- Financial services
- Scale
- Multiple entities across five countries
- Situation
- Each entity used different source systems, local rules and release schedules for customer offer decisions.
Problem
The group already had customer leads and propensity scores. It needed to determine which eligible offer to present to each customer, through which channel and within the capacity available. The decision also had to respect contact policies, local business rules and competing targets for revenue, conversion, cost and service quality.
A group-wide system could not assume that every entity used the same data or could release changes at the same time. Shared logic had to accommodate different core banking systems and local processes without allowing versions to drift or one entity to affect another.
What was built
A shared data model
Data from different core banking systems is consolidated into a common group model that preserves local rules and processes tens of millions of records each day.
A constrained optimization core
Integer-programming models translate business priorities and operational rules into feasible allocations. Gurobi and Mosek support the optimization workloads.
Business configuration and simulation
A dedicated interface lets authorized users configure constraints, compare scenarios and promote reviewed configurations without changing the underlying model.
Independent deployment and release management
One codebase supports isolated deployments across the group. Automated testing, controlled environment transitions and manual approval let each entity follow its own release schedule.
Result
- Double-digit increases in conversion and sales value across the current platform
- A 65% revenue uplift and a 60% conversion uplift in the initial two-month live test against the previous process
- Daily processing of tens of millions of records from different core banking systems
- Business teams can adjust strategy and compare scenarios through a controlled interface
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