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Case Study
Spotfire brings Cortal Consors customer data
to life
Interactive, visual analysis through Spotfire DecisionSite® allows private
investment bank, Cortal Consors, to optimize its information cycle, which is
distributed among several specialized customer information systems.
Figure 2: Cortal Consors categorizes its customers in groups. On top of all this, Cortal Consors is currently
However, not all of these customer classes respond to a particular considering whether to purchase more external data.
campaign in equal measure. Which campaigns particularly The bank anticipates that additional demographic or
appealed to which customer classes over a given period of time regional information will enhance its own customer
can be seen from the height of the coloured bars data so as to enable it to identify high-potential new
customers earlier on. The goal is to obtain insight
One example of this is the analysis of the conversion into the customer potential as soon as possible after
of new cash deposits into investment assets - currently an account is opened. For this, a predictive model
a big topic at Cortal Consors. Customers who trade has been developed that calculates the probability of
on margin come with call money to support their anticipated transactions for new customers. This model
margin loans and tend to be active traders with combines empirical values with data provided by the
relatively high volumes. Mr. Neumann states, “We customer on opening the account. With the help of
offer above-average interest rates. And that only pays
off if we manage to activate the customers, in other
words convert them into investors who invest in funds
or other securities.” So we developed analyses with
DecisionSite that illustrate these conversion rates.
This makes it possible to examine, at the speed of the
campaign cycle which campaigns are successful and
which are ineffective with customers.
– Jörg Neumann,
Manager Customer Intelligence
Cortal Consors
Spotfire, Cortal Consors checks whether external data have to be analyzed separately.”
could help to further refine this model.
In terms of user friendliness, Spotfire sells itself. “As
For Jörg Neumann, the particular efficiency of far as visualization is concerned, you get the hang of
DecisionSite becomes apparent, for example, when it really quickly”, Mr. Neumann enthuses. “The intuitive
searching for certain patterns. He defines patterns of approach is also an advantage for employees who
assumed behavior and uses Spotfire to search the don’t have a Customer Intelligence or other data-
data for similarities and disparities to it. Mr. Neumann: related background. Implementing DecisionSite was
“I once set up time series of attrition customers to quick and uncomplicated, too. In the proof phase we
track how customers’ securities portfolios develop needed to put our heads together a few times. And we
prior to them closing their account with us. It’s difficult were supported with the installation. But other than
to get your grips on the data, because you don’t that, the roll-out wasn’t especially complicated.”
know precisely how you have to prepare it in order to
determine anything significant. But then I analyzed Finally, an intuitive approach to data analysis, quick
the individual data and discovered various curves. and same-day answers to pressing questions about
For example, some customers let everything ride for a the market and customer behavior, detailed multi-
while and then suddenly liquidate. Others successively sourced information that can be extracted via a single
reduce the securities in their portfolio until eventually interface: deploying Spotfire in the Circle of Intelligence
they close their customer account. I would never has resulted in a number of advantages for Cortal
have discovered that through the standard reporting Consors.
in the Warehouse. With Spotfire’s help and with the
various databases, I was able to represent every single
liquidator and only then recognize that various types
of customers who attrite exist, and they subsequently
Spotfire® DecisionSite® About Spotfire, Inc.
Spotfire, Inc. Spotfire, Inc. provides interactive, visual
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