Ameriabank — data-driven strategy and segmentation

Context

Retail banking development through advanced segmentation; the project analysed data for 430,000 customers.

Objective

Create a foundation for personalisation and identify new sources of bank revenue.

Role

Project lead for customer analytics, segmentation and data-driven strategy.

Approach

• Customer data analysis and comprehensive research.
• Development of 12 detailed customer segments.
• Eighteen initiatives with an action plan.
• Transfer of the model and source code; a Telegram bot prototype for marketing and support.

Outcome

Twelve customer segments and 18 initiatives were developed; the segmentation model and source code were transferred to the bank. Potential additional revenue of approximately AMD 22–52 billion was identified.