Datasets / Customer Analytics & CRM
Campaign History
Outbound marketing contacts since 2023, with response and conversion.
81 downloads
Updated weekly. Last update 2 days ago. Next expected in 5 days.
About this dataset
Outbound marketing contacts since 2023 across SMS, email, push, outbound calls and RM tasks: campaign, offer, channel, treatment or control group, response and conversion within the attribution window. Used to train propensity and next-best-offer models, measure campaign uplift and suppress over-contacted customers.
Usage rights
Consumer Banking marketing and analytics, and Group Data & AI for propensity, uplift and contact-policy models. Customer-level data under banking secrecy (FSA 2013) and PDPA 2010. Stays in-region in Google Cloud Malaysia; export outside the region, re-identification attempts and joins to raw identifiers are prohibited. Direct identifiers are tokenised at ingestion; the token vault is held by Group Data & AI and is not exposed to consumers. Only customers with a marketing consent flag may be targeted from models trained on this data.
Lineage
Extracted weekly from the campaign management tool and the CRM, joined to conversions from core banking within a 30-day attribution window. Control groups are identified from the campaign design. Dataplex checks contact-to-customer join coverage and consent flag presence.
Ownership and sensitivity
Who approves access
- Owner, Customer Analytics & CRM, Mei Ling Tan
- Data Governance Office, Ahmad Faizal
Built on by Data Science.
Customer-level data under banking secrecy and PDPA, and models that decide on customers.
Named-user entitlement with the data owner's consent and a stated purpose; reviewed on expiry.
- Banking secrecy
- Customer account information protected under the Financial Services Act 2013.
- Customer PII
- Contains or processes personal data about customers (PDPA 2010).
3 models trained on this dataset
Details
- Updated
- 2026-08-01
- Cadence
- Weekly
- Format
- BigQuery table
- Licence
- BU Restricted
- Latest version
- 1.3