Company Takes Fresh Approach to Target Marketing
HINDSDALE, Ill. - aaBeck Technology Group recently announced the addition of 11 new customers ranging in asset size from $15 million to nearly $1 billion. The company makes an online target marketing system called Deep Target. Perhaps more interesting than the range in asset size of these new customers is the range of other systems they represent. These 11 credit unions currently run core processing and/or home banking systems from Symitar, USERS, ULTRADATA, CUSA Technologies, SOSystems, and Digital Insight. "When we designed Deep Target," said aaBeck president and founder Mike Ceranski, "I knew I wanted it to remain vendor neutral." He said his previous experience as special projects manager for a leading MCIF company had exposed him to working with data from a wide range of core processors. "The big trick," he added, "was how to get into these home banking systems." According to Ceranski, his company is able to add a small amount of code to a home banking system that lets Deep Target detect what member has logged on. This way, Deep Target doesn't need to be involved with any actual authentication. Ceranski said this code can be added with the cooperation of either the credit union or the home banking provider. Ceranski said that of the many home banking providers with which his company has worked, only one has closed its system to access by Deep Target. However, he added that he's working toward a resolution with that company and declined to provide the company's name. Given that some home banking providers offer their own target-marketing modules, why would a credit union choose Deep Target? Ceranski explained: "Most other target marketing products are campaign based. So, for example, someone decides that they want to promote HELOCs. Then they generate a list of members who meet the target demographic for that product and feed it into the target marketing system." Deep Target, on the other hand, takes a different approach. Drawing on MCIF data from the core processor, Deep Target predetermines a list of products for which each member is qualified. The system then draws from that list to make online offers to members as they use the home banking system. According to Kim York, vice president of marketing for $983 million AEDC FCU, this approach was key to her selection of Deep Target. Said York, "Deep Target provides us with the ability to automatically select offers based on each member's current product mix, behavior propensities and demographics." York added that the system's ability to track which offers are made and accepted is important. Specifically, she commented, "In addition, the Deep Target system automatically tracks individually targeted online offers. The analysis and reporting features available from aaBeck are quite impressive." Additional information is available at www.aabeck.com.