Summer Bank (SAS Campaign Management)

On November 21, 2013 it became known of start in operation of the solution SAS Campaign Management at Summer of Bank with the assistance of Glowbyte Consulting company integrator.

Project Tasks

In bank of a complex of analytical solutions specialists of Glowbyte Consulting started implementation in March, 2013. The project is implemented within half a year.

Project Progress

During the project the SAS Campaign Management system is integrated with the SAS RTDM system – for calculation of the credit proposal to clients who potentially could become participants of a campaign. The solution on the party of CRM on what product to offer the client, is accepted taking into account those restrictions which were exposed by credit service.

Interaction goes at the level of systems, but not divisions, automatically and according to the settings made on both parties. Therefore inclusion of clients in previously approved campaign does not require approvals, process charts, execution of memos both another taking time and resources of routine transactions. Such approach and the scheme of implementation constructed for it helped to optimize and accelerate business processes of preparation and start of targeted marketing campaigns.

Preserving of profitability of a portfolio of the credits in the modern highly competitive market of retail lending requires exact understanding and satisfaction of customer needs. Deep studying of expectations and preferences of clients, forecasting of their behavior when receiving this or that marketing influence become the key moments when planning marketing campaigns. For this purpose it is necessary to use, on the one hand, all data on clients which are available in bank: the historical databases with different characteristics (demographic, financial, personal preferences), information on character and frequency of purchases given about the preferred payment methods and the other available data allowing to understand better a customer behavior. On the other hand, for qualitative analysis the advanced means and algorithms allowing to replace the universal parameters of a campaign with individual corresponding to the client's profile that considerably increases the level of a response and advantage of each client for bank are required. Having applied modern methods and means of the analysis to qualitative data, it is possible to predict tendency of clients to this or that product and to predict a response to different options of marketing communication. As a result marketing effectiveness increases and profitability of credit proposals increases.

Leto Bank consistently invests considerable means and forces in development of the platform of digital marketing and client analytics. In 2013 using specialists of GlowByte Consulting bank completed implementation of an integrated automated control system marketing campaigns based on SAS Marketing Automation. The single analytical platform for management of CRM and risks based on solutions of SAS allowing to create and start in the shortest possible time marketing campaigns taking into account requirements of department of risks was also unrolled. However, selection of parameters of the started campaigns (the choice of client segments, selection of offers and assessment of potential results) was performed in the expert way therefore the implementation project of expanded means of the analysis of the customer base, application of methods of predictive analytics and data mining became the next step of development of the CRM platform.