The Power of Personalization How Financial Institutions Can Unlock Transactional Data and Create More Significant Customer Interactions

The Power of Personalization How Financial Institutions Can Unlock Transactional Data and Create More Significant Customer Interactions

TABLE OF CONTENTS The Big Data Disconnect 3 3 Challenges to Using Big Data: Big Data Challenge #1: Incomplete Data 4 Big Data Challenge #2: Unclear Data 6 Big Data Challenge #3: Lack of Data Context 8 Unlocking the Value of FI Data 10 Yodlee TransactionDataEnrichment 11 Conclusion 12 Technology protected by one or more U.S. Patents or Patents Pending. Use subject to license terms. May include materials developed by third parties. Yodlee and the Yodlee Logo are trademarks or registered trademarks of Yodlee, Inc. in the U.S. and other countries. All other trademarks mentioned in this document or Website are the property of their respective owners.

The Big Data Disconnect It s a curious paradox almost everyone in banking agrees on the importance of big data, and many organizations have committed significant IT budgets to the technology. Yet, many financial institutions (FIs) aren t accessing and analyzing critical, digital transaction data, or external data about customers that could help them track spending patterns and trends and better cater to financial and consumer needs. 1 In this ebook, we ll highlight the obstacles FIs face in using big data to provide more meaningful, personalized services and offerings. We ll also focus on ways to overcome these challenges. 60% of FIs in North America believe that big data analytics offers a significant competitive advantage and 90% think that successful big data initiatives will define the winners in the future. 1 Yet in a 2013 survey, only 29% of respondents indicated their institutions have mature capabilities in monitoring wallet share; only 32% said their banks monitor customers social media activity; and 46% said their banks monitor any external data about customers. 2 1 Groenfeldt, Tom. Banks Betting Big on Big Data and Real-Time Customer Insight. September 1, 2013. Accessed February 5, 2015. http://www.sap.com/bin/sapcom/hu_hu/downloadasset.2013-09-sep-10-16.banks Betting Big on Big Data and Real-Time Customer Insight (Bloomberg 2013)-pdf.html 2 Microsoft Enterprise Team. How Big Is Big Data? Big Data Usage and Attitudes among North American Financial Services Firms. December 8, 2014. Accessed February 5, 2015. http://www.microsoft.com/enterprise/industry/financial-services/ banking-and-capital-markets/articles/how-big-is-big-data.aspx. 3

CHALLENGE #1 Incomplete Data???? 1?

The tools of data science rely upon clean, standardized, and enriched sources of data. It s relatively uncomplicated to apply big data algorithms to datasets that are prepped for analysis. But when the underlying data hasn t been appropriately enhanced in advance, the analytical possibilities are minimized from the outset. Cleansed transaction data, complete with simple descriptions that convey important details such as merchant, merchant type, and even geographical location, represents an essential first step toward creating new, intelligent, and proactive solutions built to leverage big data analytics. 21% of banking executives listed poor quality customer data, such as inconsistent records across the company or product lines and old or inaccurate data as an obstacle to customer centricity. 3 3 The Deciding Factor: Big Data & Decision Making Resource. Capgemini Capgemini Worldwide. June 4, 2012. Accessed February 5, 2015. http://www.capgemini.com/resources/the-deciding-factor-big-data-decision-making. 5

CHALLENGE #2 Unclear Data 203/26/2015 -$187.50 DRESS2IMPRESS 3/26 #8836486854 DRESS $6,528.49 PAYPOINT BEVERLY HILLS CA 03/26/2015 -$30.01 GAS CO PAYPOINT 3/26 #000085196 PURCHASE GAS $6,715.99 CO PAYPOINT HOLLYWOOD CA 03/24/2015 -$45.00 MOVIE WATCH PAYPOINT SANTA MONICA CA $6,755.50 545354534342342424324234 03/25/2015 -$10.50 BURGER PAYPOINT MANHATTAN BEACH CA $6,746.00 134123412641723846112313 03/26/2015 -$108.99 STOPSHOP PAYMENT 03/21

Despite investment in new technology driving advancements, analysis of consumer account and transaction data continues to be hampered by traditional obstacles with consumers and FIs having to pick through a maze of complicated routing data. Current data collected by FIs related to merchant transactions often contains routing information in the format of disparate letters and numbers. In many cases, this causes consumers to not recognize their own transactions or to have to figure out and retrace the location of those transactions, which can lead to higher call center volumes and charge backs leading to a very manual and expensive process for FIs. 31% of banking executives surveyed said their company s current systems inhibited their ability to quickly respond to customer and market insights. 4 4 The Deciding Factor: Big Data & Decision Making Resource. Capgemini Capgemini Worldwide. June 4, 2012. Accessed February 5, 2015. http://www.capgemini.com/resources/the-deciding-factor-big-data-decision-making. 7

CHALLENGE #3 Lack of Data Context? 3MERCHANT? MERCHANT TYPE? GEOGRAPHICAL LOCATION?

Without a clear view of account and transaction data, FIs miss out on the opportunity to leverage consumer data points to more accurately understand spending trends and identify, target, and cross-sell their offerings. Data that s automatically sorted into categories based on merchant, merchant type, and geographical location provides important context and would allow FIs to understand where and how customers are spending their money. FIs could then craft more personalized offerings, such as mobile offers based on geolocation information. Partnering with other businesses their customers valued could lead to additional opportunities. Banks that are able to analyze customer data, gain accurate insights, and predict future trends will have a competitive advantage. 5 5 Groenfeldt, Tom. Banks Betting Big on Big Data and Real-Time Customer Insight. September 1, 2013. Accessed February 5, 2015. http://www.sap.com/bin/sapcom/hu_hu/downloadasset.2013-09-sep-10-16.banks Betting Big on Big Data and Real-Time Customer Insight (Bloomberg 2013)-pdf.html 9

Unlocking the Value of FI Data Consequently, merchant transactions represent one of the most significant drivers of customer information and insights for FIs, the enhancement of merchant transactions represents the critical first step in a FI s big data journey. Enhancing merchant transactions with each transaction s recipient, merchant type, and geographical coding provides a range of benefits: FIs are better able to define financial purchase behavior, track trends, and provide better customer solutions. FIs can tailor recommendations and advice based on trends and patterns identified within transaction data. FIs can develop automated solutions with more relevant and targeted promotional offers whether offline, online, or triggered by geographic proximity to selected merchants through a mobile device. Consumers can also better understand their statements without having to decipher obscure codes, leading to reduced call center volumes, easier fraud detection, and reduced customer chargebacks. 10

Yodlee TransactionDataEnrichment To support FIs throughout the big data journey, Yodlee, the leading cloud-based platform for digital financial services, has introduced TransactionDataEnrichment, a new service that enhances banking, credit card and debit card data with simple descriptions, merchant identification, merchant categorization, and geolocation coding. The solution automatically scans raw, unsorted credit card and transaction data and uses powerful analytical algorithms to identify each transaction s recipient, merchant type, and geographical location. With access to this clean, sorted, and enriched data, FIs now have the ability to thoroughly analyze consumer transaction patterns and trends using the latest big data toolkits. This opens the door to real-time banking applications that cater to customers specific financial needs from alerts triggered by spending in specific categories, to contextual mobile offers based on geolocation, to whatever else your FI s product development team can imagine. Security is in Yodlee s DNA. With more than 15 years experience integrating into the largest banks in the world, Yodlee has extensive experience meeting the highest standards in data security, privacy, and regulatory compliance. 11

CONCLUSION The future of digital financial services is built upon data. For FIs, transaction data enrichment is the first step on the big data journey. With Yodlee TransactionDataEnrichment, FIs and non-bank service providers can prepare their data for consumption by big data toolkits. Using Yodlee TransactionDataEnrichment, FIs can go on to develop powerful new automated services, gain greater customer insight, and engage in more relevant and meaningful interactions with their customers. That s the power of big data. 12

HOW CAN I LEARN MORE? Download the white paper Transaction Data Enrichment as the First Step on the Big Data Journey View the Yodlee Transaction Data Enrichment video Download the datasheet: Transaction Data Enrichment ABOUT YODLEE Yodlee (NASDAQ: YDLE) is a leading technology and applications platform powering dynamic, cloud-based innovation for digital financial services. More than 800 companies in over 16 countries, including 9 of the 15 largest U.S. banks and hundreds of Internet services companies, subscribe to the Yodlee platform to power personalized financial apps and services for millions of consumers. Yodlee solutions help transform the speed and delivery of financial innovation, improve digital customer experiences, and deepen customer engagement. For more information, visit yodlee.com. 03/15 Yodlee 029 13