Overview
Led a data-driven customer acquisition initiative for Bajaj Finance's B2B durable financing business. Procured 1.4 crore customer records from sister companies and external sources, refined them into actionable "golden records," and executed targeted Pan India campaigns that generated 60,000 new loans in the first 3 months.
The Problem
The business needed to go beyond conventional customer acquisition methods in the B2B durable financing space. There was an untapped opportunity to leverage customer data from sister companies (BAGIC, BALIC) and external sources to create new revenue streams from procured data.
My Role
As Product Manager, I owned the initiative from data procurement to campaign execution:
- Coordinated data procurement from sister companies (BAGIC, BALIC) and external vendors (Monster, Naukri)
- Worked with Data Analytics team to refine 1.4 crore records using CIBIL and Experian
- Defined the "golden record" matching logic across multiple databases
- Collaborated with Risk team on pre-defined credit line policy based on CIBIL scores
- Designed campaign strategy: targeting by location, season, events (IPL), and dealer offers
- Implemented Pan India campaign rollout to targeted customers
- Coordinated across 8 stakeholder teams for end-to-end execution
Stakeholders
Internal
- Data Analytics
- Tech Team
- Operations
- Risk Team
- Compliance & Legal
- Business & Sales
- L&D
External
- BAGIC & BALIC (sister companies)
- Monster & Naukri (data vendors)
- CIBIL & Experian (credit bureaus)
- Dealer Network
The Pipeline
Results
Key Learnings
- Data quality over quantity: Refining 1.4 crore raw records into 1.1 crore golden records using CIBIL and Experian was the step that made targeted campaigns possible.
- Risk-based targeting drives conversion: Pre-defining credit lines based on scores meant campaigns reached customers who were already approved, drastically improving conversion rates.
- Success creates organizational change: The results were strong enough that a separate ARU department was created to own and scale this initiative further.