SAS Real-Time Decision Manager (SAS RTDM)

The product SAS Real-Time Decision Manager automates decision making process for systems interacting with clients. Thus, the organizations can consistently perform the strategy for all channels of interaction.

One of such tools is the SAS Real Time Decision Management system which, according to the head of client analytics of the Russian representative office of SAS Sergey Isaev, is result of natural evolution of means of client analytics. Historically in this segment everything began with support of mass actions, such as mailings which found elementary functions of customer segmentation (sex, age) over time. Then time of creation of detailed client profiles, predictive analytics and conducting outgoing target marketing came. Along with proceeding (i.e. the initiated seller), today more and more attention is paid to the entering marketing when this or that offer to the client becomes in response to a certain event. Some action of the client can be such event. Let's tell if he sent the first in the practice MMS message, in real time the certain complex rate including additional services is offered to it. But to select such complex rate (and them can be a little) or even to make the decision on expediency of its offer to this specific client, the supplier should have rather complete information about the client (the history of payments, turnovers according to the card, data of bureau of credit histories, etc.). Here the factor of real time is extremely important. It is quite possible that already in the course of contact with the client the additional information which will demand operational revaluation of set of marketing offers, optimal for this client, will be obtained. But also, it is well known that the longer a delay between the initiating event and the marketing offer, the any response to it is less probable. The SAS Real Time Decision Management system is well scaled and as Sergey Isaev claims, in world practice there are examples when with its help about 450 thousand transactions are daily performed. In Russia it is implemented, in particular, in Promsvyazbank where to its help there is an issue of consumer loans.

Product description

Work with the client is carried out according to the following scheme (see rice). The client on own initiative comes for contact with the company through one of interaction points. It can be a call to call center, transaction via the ATM, authorization on the Internet portal, etc. The application interacting with the client by means of web services sends a request to SAS Real-Time Decision Manager. RTDM develops certain solutions or recommendations about work with the client which are delivered back to an interaction point.

The decisions made by SAS RTDM are based on specially developed analytical models considering business rules. Decisions are made on the basis of the accumulated historical customer information - its transactions, the previous calls to a support service, a successful and bad experience of communication with the company.

Similar solutions in real time can be used, for example, for issue of the provisional solution concerning the credit: the client fills a form on the website and at once as he sends it, the preliminary answer is issued to it.

Can be other example of use following. The client of telecommunication company calls in call center with the complaint that within the last day at it three times communication broke. Thanks to SAS Real-Time Decision Manager the operator is already informed on it, and SAS RTDM makes the recommendation what additional product or a discount can be offered the client to smooth an imminent conflict. Similar customer interaction should increase loyalty to the company.

Example from Internet trade: the buyer, having visited the website of online store, gets access to the huge choice of goods. Using SAS Real-Time Decision Manager on the basis of the analysis of a customer behavior it is possible to offer it what he will most possibly wish to purchase. And the analysis in real time will consider not only last visits of the website, but also even pages on which he looked now and products which lie at it in a basket.

The solution of SAS reduces time for development and deployment of the decision gate, providing the intuitive graphic user interface. As a result users can visually project decision making process instead of programming. Processes form from a set of repeatedly used standard tasks. The user needs to drag only them in the field of design in a window of the program using drag-and-drop technology.

The solution of SAS uses methods of profound analytics which use for decision making as saved up, and operational data. The product SAS Real-Time Decision Manager uses a single analytical platform of SAS, providing a wide choice of analytical opportunities which can be used in decision making process — including modeling of value of lifecycle of the client, tendencies and credit risk.