The company launched its

enterprise marketing management system

in 2005 and has achieved a positive return

on investment (ROI) within 18 months.

With the use of data mining, the banking

corporation has increased its conversion

rates by 45 percent and cross-sales by 60

percent. Furthermore, OCBC was able to

improve its overall marketing productivity

and is running 12 times more campaigns

compared to before (Turner, Schroeck, &

Shockley, 2013).