Effective Customer Relationship Management at ATB Financial: A Case Study on Industry-Academia Collaboration in Data Analytics

Data analytics serve as a means to detect trends and patterns from organizational data repositories. The variety and dynamism of data and analysis approaches create a wide range of opportunities for collaboration between academia and industry. Successful collaboration projects create win-win scenarios with tangible benefits for both sides. This paper reports about an ongoing project between ATB Financial and the Laboratory for Software Engineering Decision Support (SEDS) at The University of Calgary. The key content of the project was to leverage the benefits of data analytics for efficient and effective customer relationship management (CRM). More precisely, the objective was to find analytic solutions that allow us to predict the complexity of an opportunity and to connect it with the right team member in order to increase efficiency and create value for ATB’s customers. We report the results and lessons learned from running through the various steps of a systematic data analytics process.