Models / Customer Analytics & CRM
Next Best Offer
Ranks the next product and channel for each retail customer.
Hit rate@3 (take-up within 60 days)
0.24
Campaign conversion lift vs SAS models
+18%
NDCG@5
0.41
Suppression rule compliance
100%
About this model
Ranks the products each retail customer is most likely to take up next (credit card, personal financing, FD, unit trust, bancassurance, mortgage) and the channel most likely to work, from their holdings, activity and past campaign responses. Eligibility and suitability rules are applied before ranking, so only products the customer can be offered appear.
Intended use
Campaign targeting, relationship manager prompts and in-app offers. Suppression rules (vulnerable customers, recent complaints, do-not-contact) always override the ranking. Credit products shown still go through full credit assessment.
Training data lineage
Rebuilt from the SAS Enterprise Miner propensity models Consumer Banking ran per product since 2019, replaced by one multi-product ranking model. Trained in Vertex AI on customer-360-mart holdings and campaign-history responses in BigQuery, with product eligibility from product-catalogue. Parity with the SAS models signed off by Model Risk Management.
Limitations & bias notes
Recommends from products with enough past campaign history; new products need a cold-start rule for their first two campaigns. Channel preference is weaker for customers who rarely respond to any channel.
Ownership and sensitivity
Who approves access
- Owner, Customer Analytics & CRM, Mei Ling Tan
Built on by Commercial Banking.
Business-sensitive. Models and data products scoped to named business units.
Entitlement per business unit, approved by the owner; conditions attach.
- Customer PII
- Contains or processes personal data about customers (PDPA 2010).
Try it
Live sandboxcustomer=C-00518840&segment=emerging
fixtureEvaluation only: restricted models run against synthetic or masked sample data until your business unit's access request is approved.
Feedback
Details
- Updated
- 2026-07-15
- Latest version
- 2.1.0
- Licence
- Chargeback
- Access
- Restricted
- Framework
- LightGBM
- Language
- N/A