The Vostochny bank updated the platform of interactive marketing in real time

2019

The Vostochny bank and GlowByte company submitted in June, 2019 the project on development of a complex of solutions of interactive marketing based on the solutions SAS RTDM (Real Time Decision Manager) and SAS ESP (Event Stream Processing). The platform allows to create bank offers in real time and taking into account the current customer behavior, the history of its interaction with bank, solvency and already used products. Now the bank will be able to carry out interactive marketing actions which allow to react instantly to actions of the client and to create offers, relevant for it.

Implementation of the platform took place in two stages within which correctnesses of work of the put algorithms, software integration of bank with modules of SAS, a research of scenarios for different segments of clients and so forth were tested. Now the Vostochny bank can independently develop, test and start the personalized campaigns for clients on the basis of data on transaction activity.

Using the platform of interactive marketing in real time, the Vostochny bank is going to increase quality of customer service and to increase the sales volume of products and services to 30%. The bank is sure that the offers which are picked up in the online mode created on the basis of individual events on the client will raise a customer loyalty.

"Fall forward of response to needs of the client is a priority task which will define a further vector of development of CRM in Vostochny bank. Already at the first stage of project implementation segments of clients who actively respond to promotional campaigns of bank thanks to exact communications which happen in the right place at the right time are revealed. Further development of the SAS RTDM and SAS ESP complexes in Vostochny bank, first of all, will be based on increase in contact points with clients and increase in functionality, including due to implementation of geotargeting, management of a limitoobrazovaniye and so forth", – Kirill Sokratov, the account director of Vostochny bank noted.

"In Vostochny bank there was already a system of formation of offers for client segments, but such offers did not consider all data on the client and worked only with information which is available in the data warehouse. The technology problem consisted in how to receive and apply up-to-date data on use by the client of products of bank. Now a system can react to purchases of the client online, selecting and creating marketing offers at the right time and in the necessary context. We calculate that a system will allow to build up more trusted and mutually beneficial relationship between bank and clients", – Evgeny Tveritinov, the head of practice of Marketing Management of GlowByte Consulting company comments.

In the future the combined team of Vostochny and GlowByte bank is going to develop online communications with the client due to connection of new communication channels and data sources.

2014

December 15, 2014. In "East Express bank"^[1] on the basis of the SAS Real-Time Decision Manager (RTDM) system the block of management of strategy for process control of making decision on crediting of the client was implemented. The command risk management of bank explains need of technology changes with the fact that the former solution did not allow to modify quickly risk strategy of bank without attraction of IT. In particular, there were delays in adaptation of strategy to the changing market and in building new risk strategy.

The flexibility of the solution, its usability and ample opportunities on integration into different databases became the main arguments for benefit of the SAS RTDM platform. "Our command considered several products of a similar class. A choice was made for benefit of SAS. This system offers users a set of opportunities on the organization of decision making process for the credit. SAS RTDM has more user-friendly interface that not only facilitates work with the software solution, but also considerably reduces time of training of employees" — Alexey Kordichev specified.

During implementation the SAS RTDM system was integrated with systems entering IT infrastructure of bank including with the core banking system and different operating systems. Risk management strategies were developed, algorithms of creation of model are created. For a pilot project the command of "East Express bank" selected process of creation of Client Value Model (CVM). This model allows to predict a revenue stream, generated by the client for all term of its service in bank. As a result of a pilot project the bank received the function model of CVM which is adequately built in the systems of bank. The created model can be recustomized by the business user without any damage to system performance, explained in SAS.

"We began to prepare for a new wave of crisis in advance. For the last one and a half years systems based on profound analytics, the advanced instruments of credit scoring, interactive data visualization and the reporting were integrated into our processes. We automated many decision making processes. Process of setup of rules and algorithms of decision making became more conveniently and quicker too. In it, for example, participation of IT specialists is not required any more" — Alexey Kordichev, the head of the block of risk control, the Acting chairman of the board, PJSC East Express Bank commented on the steps done by bank.

"Performance indicators of the implemented solution completely meet our expectations — Alexey Kordichev summed up the first results of the project. — Speed of decision making and their reliability increased. We had an opportunity quicker and more qualitatively to implement changes in business processes, to build in new blocks, to adjust existing. For example, implementation of the new scoring card can happen 1.5-2 weeks quicker that for business rather noticeably. Thanks to tools of SAS forecasting accuracy grew. An opportunity to accumulate and process large volumes of statistical data reduces an error of forecasts for 20%".

"Using SAS RTDM our bank will be able not only flexibly to manage quality of the loan portfolio and to adhere to reasonable risk level, but also to provide to clients the due level of service and efficiency" — Belinda Wels, the chief promotions officer of products and a brand of PJSC East Express Bank is sure.

"The analytics gives a basis for acceptance of the right decisions and commission of the correct actions. If in the conditions of growth it helps to accelerate and be ahead of competitors, then in the conditions of recessions — to work circumspectly, finding balance between profitability and level of possible threats — Valery Pankratov, the CEO of SAS Russia/CIS emphasized. — Implementation of SAS RTDM and other analytical tools of SAS gives to 'East Express bank' good perspectives. This solution already deserved in the market reputation of the platform which allows to make friends risks and marketing, to consider interests as those who take a conservative position, and those who stand up for sales growth and high-quality customer service".

2013

In 2013 the company reached a new record by the number of banks in Russia and the CIS using SAS for creation of rating models of credit risk: 36 clients. So, the VTB Bank, Leto-Bank, East Express bank, the Life Group, Loco-Bank joined the list of users of such solutions. The first stages of the Basel projects in Sberbank and the first stages of projects on operational risk management in VTB Bank and Probusinessbank are successfully completed. In Otkrytiye bank, the Moscow credit bank, "Summer Bank" the SAS Real-Time Decision Manager (RTDM) system is implemented that allowed them to adjust smooth operation of the credit pipeline and to accelerate consideration of credit requests.

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