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CASE STUDY: Customer Sojourns and Advanced Analytics

June 3, 2019

Prerequisite: None

Gary Class

Senior Vice President, Virtual Channels Group Strategic Analysis

Wells Fargo

This session will share the business value of a number of strategic analytics projects related to multichannel customer behavior analysis in retail banking. These projects involved a variety of analytics operations such as entity resolution via text matching, social network analysis, and behavioral customer segmentation using hidden Markov models. The talk will focus on the value created by the analysis by introducing the context of the business problem, a high-level overview of the analytic solution selected to address the problem, and the lessons learned along the way.

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