Zukunftsfähigkeit deutscher Sparkassen

Big data analytics (BDA) can be seen as a useful tool to gain valuable insights into the mindset and behaviour of potential and current customers. In banking, too, BDA is now considered a key factor in better understanding customers along their customer journey. This can be achieved with the prediction of product affinities, purchase probabilities, or sales channel preferences. This article deals with the question of which aspects of human resource development should be applied in the transfer of knowledge on the use of BDA the customer business of German banks in order to ensure successful implementation. In order to be able to answer the research question, the results of standardised interviews with bank experts (N=43) in Germany form the backbone of this study. This paper summarizzes the findings of the quantitative research. The results of this paper can be useful for practitioners and researchers in order to make the potential of personnel development measures in the context of BDA in the banking industry recognizable and usable.

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Big Data Analytics and the Discovery of the Hidden Data Treasure From Savings Banks in Germany

Giebe

2022

Advances in Business Information Systems and Analytics

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The banking sector in Germany is undergoing a massive change. The reasons are digitalization, changing customer behaviour, and low interest rates. The focus of this research is on the savings banks in Germany. Savings banks could miss the boat in the age of digital transformation. On the one hand, savings banks are demonstrably forced to take drastic measures, such as mergers, branch closures, and staff reductions. On the other hand, savings banks possess more data about their customers than other industries. Savings banks can order a big data analytics solution called “Sparkassen-DataAnalytics” (aka savings banks data analytics). Sparkassen-DataAnalytics could be used to offer customers tailormade banking products from the information obtained. It is an open secret that costs can be reduced through a higher degree of automation. The main purpose of this research is to discuss to what extent big data analytics could be a lifeline for German savings banks. Research methods are a literature review and subsequent discussion on the use of big data analytics in the German banking market.

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Zukunftsfähigkeit deutscher Sparkassen

Cited by 3 publications

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Quo vadis – Social Media. Eine Analyse der Nutzung von Social Media am Beispiel von Facebook bei den Sparkassen in Deutschland

Quo vadis – Social Media. Eine Analyse der Nutzung von Social Media am Beispiel von Facebook bei den Sparkassen in Deutschland

Human Resources Development for the Use of Big Data Analytics in the Customer Business of German Banks

Big Data Analytics and the Discovery of the Hidden Data Treasure From Savings Banks in Germany

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