Title

YOB Bank: Application of Text Analytics in a Retail Bank

Publication Type

Case

Year Completed

1-2016

Abstract

It was April 2014, and Cadence Chong, a new analyst at YOB Bank Singapore’s consumer banking department, is working on her first assignment. Chong has been hired to improve the bank’s credit card business, as her manager believed that there was scope for the business to do better. A specific initiative that had been suggested was to enhance the bank’s responsiveness to customer feedback on MyDiningDeals, a mobile application that offered special deals and promotions contingent upon customers using their YOB credit cards.

Chong was tasked to apply analytical techniques to the user-generated data gathered by the application. She had to analyse the data in response to customer and internal feedback on the division’s credit card offerings to investigate how the application could be made more user-friendly. Chong was eager to complete her task as she knew that her analyses and recommendations would help drive up profitability in the credit card division.

Keyword(s)

Enterprise accounting systems, business analytics, mobile applications, text analytics algorithms, user interface, solution architecture, banking, Singapore

Discipline

Finance and Financial Management | Management Sciences and Quantitative Methods | Numerical Analysis and Scientific Computing | Operations and Supply Chain Management

Research Areas

Software and Cyber-Physical Systems; Data Management and Analytics

Data Source

Published Sources

Industry

Banking

Geographic Coverage

Singapore

Temporal Coverage

2014

Education Level

Executive Education; Postgraduate; Undergraduate

Publisher

Singapore Management University

Case ID

SMU-16-0007

Comments

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