SIP Analytics Up sell & Cross sell
For a Large Asset Management Company
CLIENT & PROBLEM STATEMENT
- The client, the largest asset management company with over ten million customers, offers a wide range of mutual fund schemes across various asset classes.
- They seek to maximize the sales of their systematic investment plan (SIP) options for equity funds by targeting their customer base through digital marketing channels.
- The challenge is to identify the most effective strategies for driving SIP sales via digital marketing.
APPROACH
- G-Square worked on debt scheme data to recommend cross-selling opportunities into equity schemes through systematic investments.
- Machine learning was used to identify each customer’s propensity to purchase specific equity schemes.
- Several classification models were built, including Decision Tree Classifier, Random Forest Classifier, AdaBoost, and XGBoost.
- The models were evaluated based on accuracy metrics, and the most optimal model was selected for implementation.
SOLUTION & OUTPUT
- The final model will have AUC metrics and will have a stable Sensitivity and Specificity.
- The output we provided Product identification & target list of customers who will invest through the SIP route.
- The fund house ran digital marketing campaigns on the identified customer base and got a penetration of 7% on the identified AI list.
