 Scathing criticism I must say madam wow. Okay. Anyway, I'm here to talk about the same thing actually and I would like to introduce myself using You put my deck on mr. Jay one. They had said that you know Raise your hands if you are from marketing or is your hand if you have my ID I raise my hand both times So I'm kind of like Carlos Carlos at Fatty. I know I've gained a little bit of weight in the last one year But I have worked in media. I've made films. I Have also been a developer now I Work for a bank now the problem with the bank is that there's a lot of data and Like Carlos said, I think very easy. Where is Carlos? It's not here. Anyway, Carlos says, what is your plan? Before you have any market strategy if you should have a plan, okay? So that's what I will start with Yeah Why what has changed? Like madam said banks don't leverage their data. They keep on calling you all the time, you know and You don't go to a bank anymore. So you have to be digital now as a bank Raise your hands. How many of y'all came with a uber or Ola this afternoon or this morning a Lot of you Of course, how many if y'all paid for uber or Ola with a credit card debit card or dead banking about 20% So 80% of y'all have gone away Okay, what is that? I mean the word that we all like to use is disruption, right? the disruption is why a bank needs to change now and Needs to leverage on data technology automation and that's my core job. So let me just give you examples of what my Dream is in the next decade in the 2020s for HDFC bank. It's gonna be tough journey But here is the why? This was what a bank used to do right Still does I mean a wallet will never do this It'll give a small amount of money safe, but not a large amount of your fixed deposits for example, right? and Then it helped I Help you pay if you choose to Save or invest in a choice of Instrument or borrow for me if you are worthy of the borrowing because we check, right? But in the last 8 to 10 years Globally lot has changed This is a bank on the top This is a disruptor This is this is a guy used to pay for your Ola and uber this morning or this afternoon and we are all very aware And we'll solve for this in technology. That's my job, right? bank officer safety Physical presence, I know no one went to a branch, but having a branch next to your house actually helps with safety You know, you can always go and take your money out, right a branch of a safety What a bank also has is your footprint. I Let all this joke we have so much data I mean compared to just about any other industry that is here today. I have more data, right? I Can sometimes tell if you're going to have a baby I Can sometimes tell if you're gonna get married I'll give you a very simple example, right? You stop swiping your card. No at the bar Is that a variable that tells me that you're gonna get married very soon. So I'm drinking now, right? This details in there somewhere and we can use algos to figure this out, right? And that's what I'll talk about. I think that's the basic thing that we all are trying to work on This customer fingerprint is what I have as my strength the disrupt on on the other hand This small ticket we can do small payments is present everywhere, although The kind of UX presents ad spend the disruptor can do I cannot match it Sometimes Amazon or a Flipkart spends in one day what a bank spends in one year on paid advertising Big billion days, you know, all that stuff, right? Can't beat him No chance They have a little bit of transaction footprint which which they figure out. What do I want? What is my lifestyle stuff like that, but I have way more So this is my strength This is the layer that will help me compete in the next decade, which is the topic of this conference, right? Samita Bachchan is the disruptor fintech. He has huge amounts of capital VCs everywhere piled in money, right? He's an army of developers coders everyone. What do I have any guesses? Mirabas data Yeah, so this is what I will use to fight The wallets the e-commerce guys. In fact, my MD CEO keeps on saying your competition Young boy is not another bank. It's Amazon and it's Google and That's what I've been hammered into my head. So I now think that way Okay Let's look at the messaging now someone said they are madam sir loan. It's a problem. I agree, but that's mostly the DSA This is what a bank's official communication looks like. It's okay. It's not too bad. Dear Deepak You have XYZ offer on your credit card. Take a name post legislation is there We have the offline data to kind of personalize whatever messaging we're doing to you But I think this is not good enough This can become better in the next decade, right? What should it look like? Let's look at an example If you use the fingerprint the footprint that the customer has dear Deepak best brunch deals on your credit card in horse cars Now, how will one figure this out, right? I like to go out to eat brunch. It's a particular time that I go I go to a restaurant. I swipe my card every time. It's a way to drive that right Location data is actually available to a bank very easily Maybe we can figure that out also and see how the message becomes way more engaging Right if I had to get here in the next 10 years Or the for the next five years. I'm hopeful How will I do it? That's the question Okay, what that message largely consisted of was about Understanding a spending habit crunching all that data and then triggering that message to you It is analytics data science plus campaign orchestration or campaign automation, right? In the future, I would also want to talk to you about saving money if you spend too much Right today, I would rather a lot of bankers will talk to you about lending lending lending But this can be a better customer experience in the future Right if you spend too much of your monthly wage, I can also talk to you about investments Say for your future safe your retirement Yeah, and become much more engaging as a customer service organization. That's the goal I can't be selling you stuff all the time And this is why The customer insight that I generate from my data is very very important This is what will enable me To be nicer to you and more relevant to you and serve you better Right, what will it take to get there? Number one advanced analytics I'll talk about this in detail Number two omni-channel automation getting the message out there automatically without Loading a file thinking too much Right message at the right time on the right channel. That's what everyone likes, right? I should do that this is For insurers bankers telcos who are highly regulated cloud everything I'll talk about why this is required because it drives innovation If you don't use this You waste time which is literally money now. How do I use advanced analytics? I have so much data on you That I have to get all data together right and figure out So today what I'm one of my core jobs is to put data together. I Will take all your transaction data all your swipes everything all credit card debit card all payments All your digital behavior all your app behavior So for example, if you go to a calculator on my website, I Can assume you're looking for money If you go to the app then and then you try to go that there's a little button there that says liquidate FD You have more than to get that there. I know you really want money right if I then take a transaction at the end of a Customer's journey and map it back to the behavior He did on the app on the website on the transactions before he went to another bank. I Can actually use data science to tell what are the key signs of the customer journey so I can serve him better reach out to him more, right This is the value of putting it up in one place and then running advanced analytics on top of it Now we don't turn the data anymore. It just we just write Python code now Right, that's how that the the analytics runs these days It just looks at all random variables that are there in all your data digital transaction Third-party data as well. You can now get that stuff in right so that helps as well Now if you do these two things together, you can tell what the customer wants what his needs are and how can you serve him better? But I think Carlos had a good framework. He said what about the people Lot of people believe too much in AI. They think they will just solve every all problems in the world. That's not true Good AI good algorithms are written by people. It's from brainpower that we achieve these insights In marketing I mean I've been in marketing for about 12 years as a developer maybe 20 years What I've learned in this new age you need people to technology right and There was to be communications guys. You have these lot of high-heeled ladies doing mark-on walking around the office Right, we now have that big nerdy big glass data scientists in the marketing team with the world has changed That's how marketing is done now, right? There's a strong tip of 20 30 people and they drive marketing today at least in the next decade They will for sure you can count on it and this is the staff that we need to nurture as as as a financial services company, right? So that's analytics which drives the insights for a bank to serve the customer better in the future now once you have the insight, right? It's the right time when you reach the customer is what matters Why does it matter? This thing There was a survey in within European banks, right? I don't think I'm sure the story is the same in this country in 2015 about 36 percent of people polled said they were banking with at least three banks in 2017 when the poll was done again, this is my partner by the way They said about 58 percent of people said they were banking with three banks in two years the percentage is shot up Right, so he who reaches the customer first wins as simple as that, right? speed and reach Will get you to get the customer's attention and you will be able to compete with the with the with the competition sometimes a bank sometimes a Disruptor So these two things are only achievable through campaign automation And then automation again has to be foolproof. It has to run every day There are campaigns that I have done, you know Typically in banks will see it's a set it and forget it campaign you said it once He just keeps on running every day and it runs crores one one one trigger will on you crores Just set it up and forget about it. It runs for years. Doesn't need to be stopped Doesn't you be tweaked? Nothing has to be done to it at all Yeah, this is the problem that most mastic guys have they don't roll up their sleeves and get into The methods they largely study the outcomes The problem is studying just the outcomes is that You know sometimes the outcome is because there is a geo that was launched banking This is a very true scenario. Okay, the digital revenue just kept on kept on shooting up over the last five eight ten years It's automatic like the marketer the digital marketer was going. Oh, wow. I'm doing a great job That's sometimes not true because a lot of people just migrated from the branch to digital, right? So you have to look at your methods the entire funnel. What is happening? What is not happening? Not people don't get into tech Lot of people hate getting into data and numbers and and files and plumbing of data If you don't do that, you are not getting the best value out of your mastic whatsoever, right? so as a Marketing technology person in a bank. It's I believe it's my job to get into plumbing data and Sometimes I will actually move files around in SFTPs just to just to get something going right and see what the impact is if I do Some file movement in it in the revenue goes up Then I go and automate it right so all this deep diving is very important from our deck Otherwise you are going to be agency driven highly suboptimal marketing organization That's not what we want to do in the next decade cloud now, this is a this is a big deal actually in in Banking and insurance and other sectors Lot of people Like to code so cloud I mean two things by cloud one is not on-premise second is Don't code. Why are we coding anymore? Right? Of course if you are a digital Organization a startup or completely digital organizations, of course, you will have developers you can code But if you're a traditional organization if I'm a bank or I insurer or a telco or Offline little why I don't I should not be coding or I should not be depending on On-premise development of anything. Okay, there's a huge movement globally which I am a big believer in low code This dragon drop that's how largely martek is low code It's a drag and drop and run it right some amount of coding is required, but that's what we do The benefits of cloud which I have realized in the last few years is this You get to fail very very very fast Okay, because time is money. It's lost opportunity for running business with with millions of customers If you can't evolve to Southern better, you're literally losing money So when I go and when I go to my boss when I go to someone who's You know two levels higher than my boss and I pitch I always make a Revenue lost argument. I never make a revenue incremental revenue argument and I will make it because in this age You have to adapt very quickly, especially if I have I have to compete with so many people and disruptors with a lot of money Revenue loss is the argument I make with those guys. Give me this software Give me this automation because if you don't give this to me We are losing money if you don't do it on the cloud if you make me code it If you don't let me buy me a platform by a platform. What is happening? I'm losing money every time that the funnel dropouts are happening, right? So what I'd like to do is I like to get a small piece of technology and Try very very quickly on the cloud set it up forget about it doesn't work fail and This is one thing. I actually really believe in right incremental changes Are better than in every wish to change incremental innovation micro innovations is what? Drives the needle towards improvement in customer experience and obviously of course revenue will come in there's never a challenge is customer is happy He'll give you money banks, especially so yeah With cloud we are able to do this right every time I get something set up I always experiment. I don't go for a big. I want to set up software here Give me the hardware. There's a huge budget. This is argument around sunk cost The hardware will be depreciated in three years for you, but I don't care I will get a vendor put it on the cloud start testing and when I have a lot when a fair large bank You will a lot of customers right you can test quickly and the data will just tell you whether this innovation is working or not within a matter of weeks So micro innovations is my way to go Once I've proven that this works. I'll go to my boss. I'll say boss. Give me this big fat check I would buy this thing and set it up once and for all right a lot of people are not able to sort of Convince their people internally to do it or cloud or or or certain innovation their way If you are a marketing technology professional or want to be one This battle is worth it one and second. It's half of your job okay, so I think Carlos had said that look people is Is something you have to manage as a matic professional and largely talk about his own team This is what we set up under you right but what's outside your you also matters a lot because innovation is not done By just being an independent team working in a silo innovation will only happen if you go talk to people around you convince them Show them the value I'm I literally this is half of my job I am always going presenting everywhere talking to people showing the numbers making power points after power point Convincing them. This is good for the bank. Especially if a traditional organization If you want to be the agent of change, this is going to be half of your job. If you don't do this job, no one will listen to you So yeah, it's worth the fight. Please do fight to sum it up, right? Now, how will I get to this message in the next 10 years, right? Best branch how will I figure it out? I have to crunch the data. This is nothing but analytics I'm to crunch the data of a person. What does he like to do? He likes to eat and go for a boozy a brunch every Sunday afternoon, right? This is easily Understandable if you're a bank if I then understand this Then what am I doing? I'm getting more innovation, which is from outside from the cloud, right today from the cloud You can actually tell what a person's Location is I know a lot of people have told me you why didn't you build it inside net banking app is there? No, you track the IP and all that point of sale machine will tell you where the person is. No, it's very difficult. It doesn't work I've tried it The cloud can solve the problem for me So I put analytics and I use the cloud. What is happening? Look at the message. I Know exactly what do you want and I know exactly where you want it, right? What is remaining now to completely bother customer? campaign automation 1113 the afternoon on a Sunday But bank knows I like to go for a boozy brunch, right? They trigger me a message saying this nearby your house This is a boozy brunch 50% off Go enjoy yourself. I'll be like wow you save me money. I'll go straight out. Yeah, so analytics Using the cloud doing the innovation and sending it out to the customer right away is what will help me Create this message. This is what I want to now attempt in the next decade in the 2020s That's largely the goal. Thank you so much for listening. I hope that was informative Do we need to do questions or should we just eat? No, I think we should eat who wants to eat Madam up to you. Okay, any questions? Yes, sir, if you just shout a little louder, I will you know that the sentence that everyone talks about don't be creepy As a bank is my first goal is don't be creepy. I Should help you save money is that's my goal like with that example, right? I should help you save money on your next restaurant outing But I should not try and target you in such a manner that becomes creepy for you Okay, what is the example? You've done some research any ideas Yeah, so a lot of people you can actually in a bank you can do if I if you I can actually tell the ticket bookings Where is the person going? I? Can actually tell if you're going to Europe you're going to Jamaica you're going to wherever people this this that data actually is possible to arrive at So you should never Invade someone's privacy and say okay, you're going to Europe Here is some extra dining options for you. That's something you should not do Right, that's that's something that is not right. Yeah, people also sometimes try and drive With analytics you humans acting very stupid ways actually to be honest Yeah, because we think with not our rational brain But sometimes a hind brain and there's a lot of analytics out there everyone has heard of Cambridge analytic All right, you can use the analytics in a bad way. You should never do that You can never manipulate the customer at the end of the day The idea is to serve the customer and hence I think that was what my Presentation was around how do you serve the customer better and not make him? A tool that you can use to make money off of that's the goal So don't be creepy is where I would put my stand week round for applause for mr. Oram here. Thank you