The system of data analysis of SAS Enterprise Miner works in OTP Bank

The solution of SAS is applied in bank to the organization of the regular automated marketing campaigns for the purpose of increase in cross-sales, attraction new and deduction of the existing clients. The solution of analytical CRM of SAS company, is constructed based on a system for intelligent data analysis of SAS Enterprise Miner. The same platform is the cornerstone of the system applied by bank for credit scoring.

OTP Bank entering into number 50 of the largest Banks of Russia with increase in the customer base came to a conclusion that one of factors which hampers the growth is the lack of the industrial platform for modeling and client analytics. Modeling was spontaneous and badly gave in to control, and the received results were difficult to be implemented, updated and maintained.

To upgrade business and to increase cross-sales, the bank started search of the solution which would allow to automate holding campaigns with regular updating of statistical estimates and characteristics for each client in base. The bank also aimed to accelerate a development cycle of models, including to simplify and make more convenient work of analysts. After consideration of a number of the offers which are present at the market, OTP Bank stopped the choice on tools of client analytics from SAS company which well proved in the industry.

Thanks to the solution of SAS for client analytics, OTP the Bank managed to achieve effective objectives for a short time. Simplicity of integration of SAS with the systems of bank for operational CRM allowed to implement the project in a short time – for only several months – and made possible regular holding the automated campaigns based on results of profound data analysis. Use in work of new statistical models allowed to improve indicators of attraction and customer retention considerably. The effect was so noticeable that investments into implementation of tools of SAS paid off within the first year of use. At last, development process and updates of analytical models after project completion became more controlled and convenient.