Event-based marketing (EBM)
Event-based Marketing (EBM) has emerged as a new analytical architype in the market, that enables banks to shift from segment-based marketing to customer-centric focus with great deal of personalization in context. EBM curates banks with the paths less taken, in meeting each customer’s needs and preferences using analytics as their primary lever. This paper discusses on how banks are laying their ecosystem aligned with event-driven architecture (EDA) and fine-tuning digital natives (WhatsApp, Facebook, chat bots for personalized context) to truly disrupt their customers with endless opportunities.
