How a Leading Bank Achieved 255% Cross-Sell Conversion with CDP-Powered Micro-Segmentation 

A major Southeast Asian bank was running credit card cross-sell campaigns with broad targeting and generic offers. Without propensity scoring, all customers were treated equally, whether they were likely to convert or not. The bank was advertising to existing cardholders (who couldn’t convert) and low-propensity prospects (who wouldn’t convert).rnrnThe underlying problem was data fragmentation. Transaction data sat in one system, digital behaviour in another, and demographic data in a third. There was no unified view of the customer.

ADA implemented Customer 360 with propensity modelling. The first step was building a unified customer view combining transaction history, digital behaviour, and demographic data.rnrnOn top of this, ADA deployed a credit card propensity model scoring every customer for cross-sell likelihood. The model predicted which card each customer would prefer, enabling micro-segmentation for personalized offers. Existing cardholders and low-propensity segments were suppressed from paid media, concentrating spend on customers who could and would convert.