CIBC Innovation Week Pitch Competition (First Place)

Proactive Marketing with Machine Learning

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Overview

CIBC LiveLabs hosts a week-long quarterly pitch competition at the MaRs Discovery District known as “Innovation Week.” During this time, student interns across the bank are placed into small groups with the goal of creating an idea that works towards providing exceptional client experiences.

Our team created & designed an innovative marketing strategy that utilizes Instagram API, Google Cloud Vision & Machine Learning to match clients with an offer that is more relevant to their lives.

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Client Pain Point

CIBC clients are receiving Instagram advertisements for products in which they are ineligible to sign up for.

For example, high school & University students are receiving offers for the CIBC Aventura Visa Infinite Credit Card when the average student does not meet the requirement of having a minimum annual income of $60,000.

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Solution

Through the utilization of Instagram API, Machine Learning and Google Cloud Vision, our proactive marketing strategy allows CIBC to properly categorize/segment clients based on life milestones they share on their public Instagram profiles - ultimately providing them with a product offer that is more suitable for their lives.


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Process

Our proactive strategy involves running a script that downloads a client’s Instagram profile to determine their life circumstances in order to properly categorize them into appropriate segmentations.

Going back to the student example: If a high school student shares graduation photographs followed by University Frosh-Week photos, our scripts will identify that she is a 17-18 year-old student.

After this is established, the student will be targeted for the CIBC Aventura Visa for Student.

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Result

“In-house marketers who are personalizing their Web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales.” – Adobe CMO

From a Digital Analytics perspective, CIBC’s site visits will experience a decrease but it is important to note that clients who are now entering our product pages are both eligible & suitable to sign up for a CIBC product - ultimately optimizing both Digital Cart Starts & Digital Cart Completes while providing clients with a more optimal end-to-end experience.

Watch our Pitch Here:

Contributors: Louis Eng, Chedy Usita, Matt Vukojevic, Carter Kirilenko

📹: Manan Patel

 

*Note: this is not CIBC’s current Marketing Strategy but rather an idea my team and I pitched during a competition*