Westpac is achieving a 40 per cent uptake on the offers it promotes to customers online or over the phone, as a result of better customer insights achieved through its data analytics initiative, KnowMe.Karen Ganschow, general manager for customer relationship management at Westpac, said the bank was analysing data associated with the 50 million interactions it has with customers each month.Speaking at the SAS Forum in Sydney yesterday, Ganschow said the bank had access to transactional data associated with the use of credit cards, with a Westpac card now being used once every five seconds, as well as from the online searches for a Westpac brand that now take place at a rate of one every second, and from online click-stream data and mobile location data.Demand for mobile phone banking now meant that customers typically used their phone twice a week to access accounts. For analytics purposes, Ganschow said: "This is frequency to die for." It is affording Westpac the "opportunity to join the dots between the data."She said that the KnowMe service - which feeds customer-specific information into Westpac's Siebel customer relationship management used by front-line staff - had been deployed in the bank's call centres. She said that 30,000 of the 130,000 calls received each week by the call centres were now receiving "next best offers", essentially, cross-selling attempts by the bank. She said that the acceptance rate was above 40 per cent, on average.Ganschow added that there was also a significant increase in the net promoter score achieved for customers who accepted a "next best offer" from the bank, leading to an overall improvement in customer satisfaction.She described the analytics and CRM platform as an ecosystem developed to support growth and deliver value to customers. The bank is currently running a pilot using online transactional data to feed additional information into the KnowMe analytics engine. It is also exploring how it might leverage social networks - perhaps by marketing cross-sell offers to customers when they are on the social network site.