Davivienda is elevating customer engagement by anticipating key life events and delivering personalized financial solutions at the right moment. To better serve its 21 million customers, the bank moved beyond reactive offers to proactively predict significant life moments — such as family planning, real estate purchases, and health-related events. This approach aims to provide timely, tailored financial solutions that enhance customer satisfaction, drive engagement, and foster long-term loyalty.
Overcoming Data Challenges to Predict Life Events
Understanding customers’ evolving needs required a solution capable of analyzing large and complex datasets. Davivienda collected extensive information on customer spending habits, savings, loans, and credit activity. However, consolidating and analyzing this data to identify patterns and predict life events proved challenging. The bank also needed a solution that could handle the scale of its 21 million customers while improving efficiency and ensuring compliance.
Developing Predictive Models Powered by Dataiku
To address this challenge, Davivienda turned to Dataiku — the Universal AI Platform — to build a predictive solution that transformed its approach to customer engagement. Using the Dataiku platform, the bank created a full data pipeline that managed everything from data integration to model deployment.
The team developed over 400 behavioral variables that captured customer spending and financial activity, pulling data from payment tables, savings, loans, and credit bureau records. These variables were used to create predictive models that analyzed customer behavior and identified the likelihood of key life events, such as health-related expenses or family planning.
Automation played a crucial role in the solution. Dataiku streamlined workflows, significantly reducing the time needed for data preparation, modeling, and reporting. The integration with Google Cloud Platform ensured that the solution remained agile and scalable for the bank’s large customer base. Collaboration among teams, including marketing intelligence, analytics, and the Chief Data Office, ensured the model adhered to compliance standards and aligned with business goals.
One huge win with Dataiku was the time savings — it really sped up the whole process. Thanks to its streamlined workflows and automation, we could process and analyze data way faster than with other methods.
- Juan de la Calle, Head of Customer Analytics Models at Davivienda
Dataiku’s easy-to-use interface, along with its automation and control features, let us build a scalable solution that predicts important life events.
- Juan de la Calle, Head of Customer Analytics Models at Davivienda
Delivering Personalized Offers and Improved Efficiency
The predictive model transformed Davivienda’s customer engagement strategy. By anticipating life events, the bank delivered personalized offers and financial solutions tailored to individual needs. This approach increased customer engagement, improved conversion rates, and strengthened relationships.
Operationally, the solution reduced the time required to process and analyze data, enabling faster campaign launches. Teams became more efficient, shifting their focus from manual processes to strategic decision-making. The model’s scalability ensured it worked seamlessly for all 21 million customers, further enhancing the bank’s ability to connect with its audience.
In terms of metrics, the time saved in processing and analyzing data thanks to Dataiku’s automation has been a major win. The marketing intelligence team has become more efficient, with a significant reduction in the time required to launch campaigns, and the accuracy of our targeting has greatly improved.
- Juan de la Calle, Head of Customer Analytics Models at Davivienda
Expanding Predictive Modeling to Drive Future Innovation
Davivienda’s success with predictive life event modeling has transformed its ability to deliver personalized financial solutions. By proactively addressing key customer needs, the bank achieved higher engagement rates, improved conversion metrics, and strengthened customer relationships. The solution’s scalability and operational efficiency have also streamlined marketing campaigns, saving significant time and resources. With Dataiku and its integration with Google Cloud Platform, Davivienda remains well-positioned to drive innovation and deliver exceptional value to its 21 million customers.