Merrill Lynch Investment Managers is one of the largest investment managers in the world, with approximately $471 billion of client assets under management. The division offers a wide range of investment  products and services. Merrill Lynch financial advisors sell third party products in addition to Merrill Lynch products.

Situation

• Two-tiered distribution channel
• Multiple communication channels
• Lots of data, very little business insight

Scope

• Predictive models to identify customers likely to purchase or redeem a particular product
• Segmentation framework that supports delivery of relevant messages across multiple channels
• Implementation Road Map 
• Business process definition

Solution

• Developed framework for attributes (flags and scores) that can be used separately or individually to develop coverage strategies and deliver highly personalized messages
• Developed cross sell / upsell and retention models and a customer value segmentation scheme
• Developed a multi-generational plan for the implementation of the key business and technical transformational activities