MAM
HDFC Bank signs up Fractal Analytics for marketing programmes
BANGALORE: HDFC Bank has engaged Mumbai based Fractal Analytics (Fractal), a business analytics company, for a period of one year to aid their marketing initiatives in retail banking.
HDFC has chartered an extensive Customer Lifecycle based marketing campaign calendar for this and the forthcoming fiscal. Fractal, which specialises in predicting the behavior of the customers in the areas of risk and marketing, would be partnering HDFC Bank’s marketing team in various initiatives of growing the retail business quickly and cost effectively.
HDFC has been using analytics for taking informed marketing decisions. Fractal will help the bank use information to reach new customers and to build, nurture and maximise lasting customer relationships. Fractal will also help the bank solve the problem of ever-increasing customer acquisition costs and reducing customer loyalty.
The marketing programmes would involve acquisition of customers profitably by reducing campaign costs, cross selling various asset and liability products to the existing customers, thereby, leveraging the existing relationships and proactively retaining existing customers.
Fractal’s analytics-based marketing solutions span which the entire lifecycle of customer relationship right from customer acquisition to customer retention to customer value management, is expected to give HDFC an upper hand in understanding the needs and circumstances of their customers.
Fractal claims to use numerous advanced statistical modeling methodologies backed by strong banking expertise for building predictive models and scorecards that help its clients take business decisions more effectively and efficiently.
The company has worked with HDFC in the past on similar assignments where the bank had benefited with the help of business analytics services.
Brands
Workday unveils Sana, a new AI tool for businesses
New conversational interface, 300+ skills and deep integrations aim to turn AI from sidekick to operator
CALIFORNIA: Workday has fired a fresh salvo in the enterprise AI race, rolling out “Sana”, a system it touts as “superintelligence for work”, designed not merely to assist, but to act. The pitch is blunt: stop dabbling with disconnected copilots and start letting AI run the plumbing of business.
Unveiled globally on March 20, Sana arrives as a three-part stack, Sana for Workday, a conversational interface; a self-service agent with more than 300 skills; and Sana Enterprise, which plugs into tools from Gmail and Outlook to Salesforce and Slack. The aim is to collapse the sprawl of enterprise software into a single AI-led workflow engine.
At its core, Sana promises four things: find, act, build and automate. Employees can query internal data, execute tasks such as updating records or contracts, generate dashboards, and trigger multi-step workflows, all within the same interface. The twist is where it sits, inside Workday’s existing systems, inheriting their permissions, compliance rules and audit trails.
“AI only works in the enterprise when it’s connected to trusted, deterministic systems,” said Aneel Bhusri, co-founder and chief executive. “Sana is what brings it all together… a powerful way for people to search, reason and orchestrate work across the enterprise.”
The critique of current AI deployments is familiar, flashy pilots, little real impact. Workday’s answer is to embed intelligence where decisions are made and actions executed. Gerrit Kazmaier, president, product and technology, framed it as a shift from suggestion to execution: “AI agents take action using trusted context, not just provide suggestions… a single experience where AI is embedded directly in the flow of work.”
Early adopters suggest traction. Berner claims 90 per cent adoption within 40 days, scrapping 400 ChatGPT licences. Cheffelo calls Sana its “AI backbone”, while Telavox says the conversation has shifted from automating tasks to reimagining entire processes.
Analysts, too, see a broader play. Josh Bersin described the integration as “a major milestone”, arguing it could reshape both customer and employee experience by making AI-native workflows the default.
Sana is being bundled via Workday’s Flex Credits, no separate licence, no added paywall, a move that lowers friction and speeds adoption. Meanwhile, Sana Enterprise extends the system beyond Workday, allowing users to search documents, schedule meetings or track project tickets across multiple platforms in one conversation.
The bet is clear: whoever controls the workflow, controls the future of enterprise software. With Sana, Workday is trying to move AI from a helpful assistant to an invisible operator. If it works, the software menus may vanish, and with them, the way work itself is done.
