"East express bank" built the platform of secondary sales based on the solution of SAS

October 5, 2015. The East Express Bank company, SAS Russia/CIS and GlowByte Consulting company announced start in commercial operation of the solution for automation of target marketing companies SAS Marketing Automation (SAS MA). The project is implemented by GlowByte Consulting company, one of key partners of SAS in Russia.

"East express bank", 2015

Choosing a Solution

Selecting the supplier of the solution and the contractor of the project, the bank was guided first of all by functionality, by flexibility of future system and a possibility of its setup under specifics of work. According to the results of tender the solution SAS Marketing Automation which well proved among the Russian companies was selected, and for project implementation the GlowByte Consulting company having wide experience of control automation by target marketing in the financial sphere was invited.

Project Progress

During the project the special data mart was developed, the SAS Marketing Automation system including the block of automation of targeted campaigns, the data integration block, the block of predictive analytics and the reporting is unrolled and customized, integration of a system into six main communication channels, including the call center which is (entering/proceeding) the front office, the SMS, mailing e-mail, payment terminals is carried out. The solution SAS MA has a user-friendly interface for creation, planning and carrying out marketing activities, including tools for segmentation of the customer base and accounting of rules of contact policy. Further development of a system includes integration with systems remote bank servicing and also other business solutions of bank.

Result

Thanks to the SAS MA system specialists of bank had new opportunities, such as start of multistep marketing campaigns in a short time, correction of settings of campaigns and the course of their execution in real time on the basis of the received feedback or new data, the improved monitors and the analysis of results. A system also significantly expanded possibilities of the analytical reporting. A system provides management of marketing communications about more than 3 million clients. The volume of the analyzed data is about 400 gigabytes, representatives of the company integrator reported TAdviser.

"At the moment we start more than 20 types of the different campaigns directed to sales of credit products and management of a card portfolio. 6 communication channels are integrated that allows us to exchange instantly necessary information and to receive a feedback, - Alla Mikhaylova, the head of department of CRM of "East express bank" comments. – Within the project we increased number of at the same time executed campaigns and learned to manage their course quickly. At the same time the labor input of process of preparation for start considerably decreased: work with data, setup of campaigns, transfer on execution".

"Great interest of the bank industry to solutions for automation of target marketing communications is quite natural, - the head of automation of marketing, client and web analysts of GlowByte Consulting Mikhail Perlov commented. – It saves the staff of departments of CRM from routine labor-consuming operations on data preparation and releases resources for creative marketing tasks. Such projects quickly and predictably pay off, and banks continue to invest actively in this direction".

"Considering that clients of East will receive offers, relevant for them, their loyalty will grow, so, the response to offers will raise in general. Our experience shows that the solution of SAS for analytical CRM pays off in the first year of operation. At the same time it has the wide potential not only for integration with other business solutions, but also for accomplishment not of quite marketing tasks, for example, for holding the campaigns aimed at collecting of debt. So we are sure that return from investments into SAS MA in bank will be essential", - Sergey Isaev, the head of client analytics and CRM of SAS Russia/CIS company said.