CASE STUDY
An in-depth description of a firm’s approach to an IT management issue (intended for MBA and executive education)
Working Paper: Case Study
OneBankAssure: Customer Intimacy Through Machine Learning
This case study recounts the story of the development of one of the OneBankAssure’s successful machine learning use cases.
Abstract
OneBankAssure [a pseudonym] sought to delight its customers by delivering new digital value propositions that exploited new data science and machine learning disciplines. The company created a new organizational unit focusing on these disciplines and funded many new use cases that leveraged them. This case describes the practices of this new unit and recounts the story of the development of one of the company’s successful machine learning use cases. To create fertile ground for the use of machine learning capabilities, the company was also making significant investments in training and culture change, so as to become a more data-driven and evidence-based organization.
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About the Authors
Monideepa Tarafdar, Lancaster University, UK
MIT CENTER FOR INFORMATION SYSTEMS RESEARCH (CISR)
Founded in 1974 and grounded in MIT's tradition of combining academic knowledge and practical purpose, MIT CISR helps executives meet the challenge of leading increasingly digital and data-driven organizations. We work directly with digital leaders, executives, and boards to develop our insights. Our consortium forms a global community that comprises more than seventy-five organizations.
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