New Celent Report: A Case Study of BankAmeriDeals Program
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I wanted to share the exciting news that we have just published a new report called "Using Data to Create Value for All Customers: A Case Study of Bank of America's BankAmeriDeals Program." As many of you know, I have been following the merchant-funded rewards (MFR) space for some time now. The scale of BankAmeriDeals, Bank of America’s online and mobile cash back deals program, makes it one of the flagship implementations of MFR initiatives. I was very keen to understand what it takes to implement such a program at a large bank, what can be achieved, and what lessons can be learned. The objective of this case study was to explore these issues, specifically:
- The genesis of the program: rationale, guiding principles, and vendor selection
- Value proposition
- Technical solution
- Project timeline and program rollout
- Project team and governance
- Results and operational metrics
- Running the program within “business as usual”
- Plans for the future