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Dhakolia, Sujit Sanjay (2024) Exploring the Impact of Fintech Innovations on Customer Acquisition in Banking: A Case Study Using Marketing Campaign Data. Masters thesis, Dublin, National College of Ireland.
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Abstract
The banking sector is one of the most dynamic due to the developed digital technologies and the growing popularity of fintech. This work aims to explore how the advances in the fintech sector affect the strategies of customer acquisition in the banking sector. Deducing results from different marketing campaigns, the research identifies various methods of using financial technology in the marketing of products to different customers and increasing the sales to current consumers. The study also discusses how fintech helps to evaluate other parameters concerning cost of acquiring the customers, for instance demography, contact channels, campaigns characteristics among others using machine learning algorithms and statistical tools.
One of the main topics in this project is the laudable work fintech has done in perfecting the marketing strategies, given the shifting market dynamics. Following the main research question of how marketing activities enabled by fintech affect buying processes in the banking sector, the work establishes how the utilization of smart technologies improves the marketing communication process.
To measure the extent to which the various fintech technologies impact the outcome of the advertising campaigns and the resulting customer acquisition, the study categorizes and systematically reviews various marketing strategies. Thus, the findings are expected to contribute to creating a set of convincing marketing tactics suitable for banks, expand the theoretical and practical data on fintech marketing, and help banking organizations focused on improving the strategies for acquiring customers.
This work makes both theoretical and practical contributions to the understanding of marketing by fintech and associated strategies used in banks. The studies are believed to contribute to the banking institutions’ management of competition, with solutions to the increasing confrontation rising from the improvement of technology through optimum customer acquisition strategies.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Yaqoob, Abid UNSPECIFIED |
| Subjects: | Q Science > QA Mathematics > Electronic computers. Computer science T Technology > T Technology (General) > Information Technology > Electronic computers. Computer science H Social Sciences > HG Finance > Banking H Social Sciences > HG Finance > Fintech T Technology > T Technology (General) > Information Technology > Fintech H Social Sciences > HF Commerce > Marketing |
| Divisions: | School of Computing > Master of Science in Data Analytics |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 02 Sep 2025 10:15 |
| Last Modified: | 02 Sep 2025 10:15 |
| URI: | https://norma.ncirl.ie/id/eprint/8693 |
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