The Banker runs annual technology awards, and this year the Citibank CEP application supporting real-time marketing is one of the winners. The article quotes:
“The system deploys complex event processing technology to evaluate static and dynamic events against a customer profile and ‘propensity model’, to determine in real time the next best offer the bank can extend to the customer.”
“Because the system operates on a ‘rules basis’, it can be adapted by business users to design the rules that govern a particular campaign without the involvement of IT staff. “
“The bank is also using the intelligence in the system for fraud prevention and proactive customer service.”
