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.