Information and Knowledge Management using ArcGIS ModelBuilder

Renata Paola Dameri
3.3 Strategic use of Internet to realize the financial service and the business strategy:
IT fusion
Internet is the technological basis for both the business processes and the financial service
incorpored in Valea. IT is in this case rally pervasive of products, processes, strategies. The fusion
between IT and business strategy is native and not subsequential: this fusion has been conceived till
the beginning of the whole project. As shown in Fig. 6, the company strategies are the starting point to
plan the financial service implementation, defining its life cycle. The web site is the main IT instrument
to support the deliver of the consumer credit through the revolving card Valea.
Fig. 6 introduces five steps in the service implementation; each of them is the concrete realization of
one specific strategic aim through the technology incorporated into the business process.
The first step – Brand Awareness exploits the main distinctive and strategic resource on with business
project has been conceived: the strongness of the Banca Carige brand. For this reason, in this phase
the website serves as a shop window, just to promote the brand and to publish information about both
the Creditis company and its products and financial services. The aim is to create the awareness in
customers, regarding the link between the well known holding – Banca Carige, the Creditis company
specialized in consumer credit, and the new product – Valea.
During the following steps, the web site is transformed into an e-commerce site, with the possibility for
the customers to subscribe the Valea card and therefore the funding contract. The catching of new
customers happens through three phases: Brand Experience, Prospect Acquisition and Client
Conversion. These three steps aim to get about the new product Valea, well linked with Carige brand,
to advertise the Valea both to the old and to the new customers in a customised way, and finally to
transform the prospect into a customer. What is a prospect? It is a well defined customer type, to
which the advertising Internet campaign is addressed. Banca Carige used a very complex market
research to define the prospect potentially interested in the new product Valea, supplied by the web
channel. Generally, it is a young man or woman (aged 25-44), Internet user, interested in consumer
credit, well defined respect to his/her purchasing style, that is: not very careful in choising the
products or services and with a good income. This type is called “financial customer”. Applying this
prospect selection, Banca Carige segmented the potential customers (Fig.7); the set of potential
subscribers of Valea is composed by 357 thousands people (Source: Eurisko).
Aged 22-44 (68%)
Interner user 60%
Purchasing style: Financial Customer (7,74 ml people)
Interested in consumer credit 337.000
Figure 7: The prospect focus target
Depending on the prospect and on the goals of these three steps, Banca Carige and Creditis defined
the technology scope to be applied to the web site. Well defined objectives have been deployed; they
are:
To sustain the brand awareness in people composing the focus target (they are not customers
yet);
To introduce institutional information about the company, enforcing trust in its affordability;
To enter in touch with the higher number of people belonging to the focus target and responding
to the prospect profile, using the Internet advertising campaign (for example, banners in some
search engines or in well-choiced vertical portals);
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