A Delaware-Based National Bank

The Client

This Delaware-based bank, which operates in all fifty states, has been meeting the multi-faceted financial needs of individuals, families, and businesses for generations, earning a reputation as one of the top performing banks in the U.S.

The Business Challenge

McFadyen Solutions was engaged by the bank to work with the Interactive Marketing department in the development and generation of reports based upon data captured by the customer registration process on a Dynamo driven web site. The primary strategic driver for capturing this data was gaining a better understanding of the bank's customer base. This understanding of the customer base will lend valuable information to the ultimate task at hand, the full personalization capability and web content management integration McFadyen Solutions will undertake in the next planned phase of this project.

The Return on Investment

McFadyen Solutions design and launched a series of reporting tools that have enabled the client to reach the goal of better customer relationship management. The McFadyen Solutions solution combines best-of-breed tools (ATG Dynamo and Interwoven Teamsite) to help the organization better understand customer behaviors and preference to maintain and extend the relationship.

Dynamo-based reports for improved customer relationship management

• Content Analysis Reports - A custom piece of software was developed to parse HTML or XML pages to extract tags to generate detailed content reports (e.g., articles, authors, keywords, links, teasers) in Seagate Crystal Reports,
• Personalization Control Center (PCC) Reports - Custom coded software was developed to extract rules from property files for profile groups and content groups to present generated reports (e.g., Profile, targeted, content) in Seagate Crystal Reports.
• Click Stream Reports - MS IIS logs and Dynamo log records were evaluated and stored procedures developed to calculate site performance reports (e.g., session activity, teaser effectiveness, content access, and registration completion rate) for presentation in Seagate Crystal Reports.
  

Interwoven Web Content Management

In addition to the Dynamo project, McFadyen Solutions configured a number of out-of-the-box reports to give further insights for content management (Interwoven's Teamsite) and understanding web site user behavior.

Technology

• Dynamo - DAS, DPS (all 4.5.1)
• O/S - MS WinNT 4.0
• Hardware - Multiprocessor Machines
• Web Server - MS Internet Information Server 4.0
• Database - MS SQL Server
• Deployment - 2 Dynamo JVMs running on multiprocessor
• Content Management System - Interwoven's TeamSite
• Seagate Crystal Reports v8