Learning Launch – Branch Marketing 

 CHALLENGE 

 I work for a bank as part of the analytics team . Analytics has historically been assisting the marketing   team with how best to place marketing banners in branches . One of the focus points is to investigate   which banners need to be present in each branch . There are many types of banners that could be   printed , but these are costly if not placed in the right branches for the right people to see them . The   objective of this project is to strategically place product banners in the right places to drive product   take up . 

 SELECTION 

 Of all design thinking tools , learning launch is the best way to go about this investigation . The use of   test and learn information can be used to develop the best banners to place in each branch . Some   banners will be placed in certain branches and this will be compared to the holdout group with no   banners . If the branches with banners lead to more take - ups of products , then the test will be   deemed successful . If not , then the test can be run again with alternative banners in place . 

 APPLICATION 

 In depth analytics is used to find all customers who could enter each branch and also each   customer ’s propensity to take up products with the bank . Given all analysis and data is ready , a test   sample of branches can be selected where banners containing specific information can be placed in   the branches . Branches where it is believed customers will take up more of a certain product , will   have different banners placed in them . 

 The banners are very costly and instead of rolling out to all branches at one time , only a handful of   branches will be used as a test . A holdout sample of branches ( comparable to those in the test set ) ,   will also be monitored , but no banners will be placed in these branches . 

 The banners will be up for a period of 4 weeks and after the 4 weeks , insights will be used from each   of the test and holdout branches . If the product take up in the branches with banners of products , is   higher than where there is no banner , then the test ( learning launch ) has worked . If this is the case ,   then all banners can be rolled out to all branches . 

 If the test group does not show more product take up than the holdout group , then the analytics   need to be investigated in more detail to ensure a better way of placing banners . Once this analysis   is finished and new decisions have been made , then another test and holdout group can be   investigated . 

 INSIGHT 

 This project is in initial phases of being launched , but with the learning launch , I am hoping to get   insights from the small group of branches where test banners are placed . If there is insight of this   working , then the full rollout can happen . If not , that means the analytics need more investigation   and another learning launch can kick off . 

 Other insight that might be valuable is to find out product take up information within the first 2   weeks of the banners being visible . Though the banners can stay up for the full 4 weeks as planned ,   the plan for what next steps are , should be visible at this point – whether it indicates full rollout or a   redo of the learning launch . 

 APPROACH 

 As mentioned , the approach of test and learn in the form of a learning launch , is the best fit design   thinking tool that will drive insights . The steps include running a small test group and ensure that the   choice of banners is correct before rolling out to all branches . This approach has proved to work best   for previous marketing campaigns and that is why I believe this is the best approach to take to   ensure success without wasting expenses and with getting highest possible product take - up . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Learning Launch – Branch Marketing 

 CHALLENGE 

 I work for a bank as part of the analytics team . Analytics has historically been assisting the marketing   team with how best to place marketing banners in branches . One of the focus points is to investigate   which banners need to be present in each branch . There are many types of banners that could be   printed , but these are costly if not placed in the right branches for the right people to see them . The   objective of this project is to strategically place product banners in the right places to drive product   take up . 

 SELECTION 

 Of all design thinking tools , learning launch is the best way to go about this investigation . The use of   test and learn information can be used to develop the best banners to place in each branch . Some   banners will be placed in certain branches and this will be compared to the holdout group with no   banners . If the branches with banners lead to more take - ups of products , then the test will be   deemed successful . If not , then the test can be run again with alternative banners in place . 

 APPLICATION 

 In depth analytics is used to find all customers who could enter each branch and also each   customer ’s propensity to take up products with the bank . Given all analysis and data is ready , a test   sample of branches can be selected where banners containing specific information can be placed in   the branches . Branches where it is believed customers will take up more of a certain product , will   have different banners placed in them . 

 The banners are very costly and instead of rolling out to all branches at one time , only a handful of   branches will be used as a test . A holdout sample of branches ( comparable to those in the test set ) ,   will also be monitored , but no banners will be placed in these branches . 

 The banners will be up for a period of 4 weeks and after the 4 weeks , insights will be used from each   of the test and holdout branches . If the product take up in the branches with banners of products , is   higher than where there is no banner , then the test ( learning launch ) has worked . If this is the case ,   then all banners can be rolled out to all branches . 

 If the test group does not show more product take up than the holdout group , then the analytics   need to be investigated in more detail to ensure a better way of placing banners . Once this analysis   is finished and new decisions have been made , then another test and holdout group can be   investigated . 

 INSIGHT 

 This project is in initial phases of being launched , but with the learning launch , I am hoping to get   insights from the small group of branches where test banners are placed . If there is insight of this   working , then the full rollout can happen . If not , that means the analytics need more investigation   and another learning launch can kick off . 

 Other insight that might be valuable is to find out product take up information within the first 2   weeks of the banners being visible . Though the banners can stay up for the full 4 weeks as planned ,   the plan for what next steps are , should be visible at this point – whether it indicates full rollout or a   redo of the learning launch . 

 APPROACH 

 As mentioned , the approach of test and learn in the form of a learning launch , is the best fit design   thinking tool that will drive insights . The steps include running a small test group and ensure that the   choice of banners is correct before rolling out to all branches . This approach has proved to work best   for previous marketing campaigns and that is why I believe this is the best approach to take to   ensure success without wasting expenses and with getting highest possible product take - up .
### Output: 