Landesbank Baden-Württemberg Baden-Württembergische Bank
Smart Data @ BW Bank
Gerrit Bungeroth, BW-Bank
Stefan Weingärtner, AdvancedAnalytics.Academy
16. March 2017
Gold. It’s a rare metal and
one of the earth’s most
valuable and sought-after
raw materials.
Baden-Württembergische Bank |
Agenda
16. March 2017 Page 2
1 Company Profile
2 Project Smart Data
3 Extract of implemented Use Cases
3.1 Migration of Legacy Propensity Models
3.2 Segmentation of Customers‘ Digital Tendencies
3.3 Text Mining – RSS Integration (Newsfeeds)
| Smart Data at BW Bank
Baden-Württembergische Bank |
Agenda
Page 3
1 Company Profile
2 Project Smart Data
3 Extract of implemented Use Cases
3.1 Migration of Legacy Propensity Models
3.2 Segmentation of Customers‘ Digital Tendencies
3.3 Text Mining – RSS Integration (Newsfeeds)
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
Regional Customer-Driven Bank.
Page 4
1 Company Profile
| Smart Data at BW Bank
Data and facts
Head offices: Stuttgart, Mainz, Karlsruhe, Mannheim
Employees in the Group: > 10,000
LBBW offices across Germany: > 200
LBBW offices around the world: 19
Private banking
Wealth Management
Multi-channel bank: branch supplemen-ted with online and telephone banking, apps and video-based advisory services
Assistance with large assets and complex structures
Strategic and comprehensive advice
Special competence with freelancers and caring professions
Private customers
16. March 2017
Baden-Württembergische Bank |
Digital is changing Retail Banking customer experience.
Page 5
1 Company Profile
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
Agenda
Page 6
1 Company Profile
2 Project Smart Data
3 Extract of implemented Use Cases
3.1 Migration of Legacy Propensity Models
3.2 Segmentation of Customers‘ Digital Tendencies
3.3 Text Mining – RSS Integration (Newsfeeds)
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
TCO
From Database Marketing to Smart Data.
Page 7
2 Project Smart Data
| Smart Data at BW Bank 16. March 2017
1999 2017 2010
Database Marketing
Campaign Management
Data Mining
Analytics Automation
Smart Data
Data Volume & Level of
Sophistication
Baden-Württembergische Bank |
Rapid Deployment - Implementation within 3 months.
Page 8
2 Project Smart Data
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
The role of AAA within the Smart Data Project.
Page 9
2 Project Smart Data
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
Architecture.
Page 10
2 Project Smart Data
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
Agenda
Page 11
1 Company Profile
2 Project Smart Data
3 Extract of implemented Use Cases
3.1 Migration of Legacy Propensity Models
3.2 Segmentation of Customers‘ Digital Tendencies
3.3 Text Mining – RSS Integration (Newsfeeds)
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
Migrating more than 20 Models to KNIME.
Page 12
3.1 Migration of Legacy Propensity Models
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
Cassandra and KNIME.
Page 13
3.1 Migration of Legacy Propensity Models
| Smart Data at BW Bank
CQL
CASSANDRA CONNECTOR &
READER
DATA PREPARATION
MODEL TRAINING
MODEL PREDICTION
MODEL EVALUATION
CASSANDRA WRITER
16. March 2017
Baden-Württembergische Bank |
Cassandra and KNIME.
Page 14
3.1 Migration of Legacy Propensity Models
| Smart Data at BW Bank
CQL
CASSANDRA CONNECTOR &
READER
DATA PREPARATION
MODEL TRAINING
MODEL PREDICTION
MODEL EVALUATION
CASSANDRA WRITER
16. March 2017
Baden-Württembergische Bank |
New nodes by AdvancedAnalytics.Academy
Page 15
3.1 Migration of Legacy Propensity Models
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
Cassandra and Spark and KNIME.
Page 16
3.1 Migration of Legacy Propensity Models
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
Yes, they blend! Communication between Cassandra, Spark and KNIME.
Page 17
3.1 Migration of Legacy Propensity Models
| Smart Data at BW Bank
16. March 2017
Baden-Württembergische Bank |
Agenda
Page 18
1 Company Profile
2 Project Smart Data
3 Extract of implemented Use Cases
3.1 Migration of Legacy Propensity Models
3.2 Segmentation of Customers‘ Digital Tendencies
3.3 Text Mining – RSS Integration (Newsfeeds)
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank | Page 19
3.2 Segmentation of Customers‘ Digital Tendencies
| Smart Data at BW Bank
Traditional (offline) Customer Segmentation approaches are missing the point.
16. March 2017
Baden-Württembergische Bank | Page 20
3.2 Segmentation of Customers‘ Digital Tendencies
| Smart Data at BW Bank
A new customer segmentation approach using Semi-Supervised Learning.
16. March 2017
Representative Sample of BW Bank Customers
•Sample for Customer Survey
Customer Survey: 2.500 Outbound Calls
•“Are you using our digital touchpoints?”
•“When do you use them?”
•“Are you happy with them?”
Customer Segmentation of survey participants
•High Digital Tendencies
•Mid Digital Tendencies
•Low Digital Tendencies
Transfer to BW Bank Customer Population
•Semi-Supervised Learning Algorithm implemented as a KNIME Node
•Digital Tendencies of each BW Bank customer allocated
Service
Center
Baden-Württembergische Bank |
Graph-based Semi-Supervised Learning.
Page 21
3.2 Segmentation of Customers‘ Digital Tendencies
| Smart Data at BW Bank 16. March 2017
1.Perform unsupervised learning on the unlabeled data.
2.Label propagation algorithm propagates the labels to surrounding unlabeled customers.
Baden-Württembergische Bank |
Semi Supervised Learning.
Page 22
3.2 Segmentation of Customers‘ Digital Tendencies
| Smart Data at BW Bank
FEATURE ENGENEERING
LABELED DATA
DATA PREPARATION FEATURE
ENGENEERING UNLABELED DATA
PLOT SEMI
SUPERVISED LEARNING
16. March 2017
Baden-Württembergische Bank |
Agenda
Page 23
1 Company Profile
2 Project Smart Data
3 Extract of implemented Use Cases
3.1 Migration of Legacy Propensity Models
3.2 Segmentation of Customers‘ Digital Tendencies
3.3 Text Mining – RSS Integration (Newsfeeds)
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
Connecting Newsfeeds to Customers.
Page 24
3.3 Text Mining – RSS Integration (Newsfeeds)
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
Connecting Newsfeeds to Customers.
Page 25
3.3 Text Mining – RSS Integration (Newsfeeds)
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
Connecting Newsfeeds to Customers.
Page 26
3.3 Text Mining – RSS Integration (Newsfeeds)
| Smart Data at BW Bank 16. March 2017
Baden-Württembergische Bank |
Connecting Newsfeeds to Customers.
Page 27
3.3 Text Mining – RSS Integration (Newsfeeds)
| Smart Data at BW Bank
RSS-FEEDS ORGANIZATIONS
CLIENTS AND THEIR INVESTMENTS
TAG ORGANIZATIONS
TEXT PREPROCESSING
TERM TAGS & TAG CLOUD
16. March 2017
Baden-Württembergische Bank
QUESTIONS?
Baden-Württembergische Bank
Thank you for your attention!
Baden-Württembergische Bank
Kleiner Schlossplatz 11
70173 Stuttgart
