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SMU School of Information Systems (SIS) has signed an agreement with DBS Bank on October 2015 to set up a joint lab to conduct large-scale consumer behaviour analysis on online social platforms to provide better financial services.
 
The agreement was signed by SMU Vice Provost (Research) and SIS Dean Professor Steven Miller and Ms Tan Su Shan, Group Head for Consumer Banking and Wealth Management at DBS. SMU Professor Francis Koh, Vice Provost (Special Projects) and Mr Sameer Gupta, Head of Business Analytics and Customer Experience at DBS, signed as witnesses.
 
This is the first time that SIS has established a joint lab with a bank focused on advanced R&D.
 
The DBS-SMU Life Analytics Lab, or LifeLab, will be physically situated in SMU and staffed by about 10 researchers. We will process data gleaned from publicly available sources such as Facebook and Twitter to uncover new digital consumer trends. This, when combined with DBS' in-house databank and analytics expertise, will help the bank create new products, improve current offerings, and identify new marketing opportunities.
 
For consumers, they will benefit from better financial services enabled by a deeper understanding of their behaviour and insight into their potential financial needs.
 
 

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Last updated on 23 May 2016 .