Sovcombank automated management of marketing campaigns

On June 7, 2016 the SAS company announced implementation in IT infrastructure of Sovcombank of the SAS Campaign Management system.

Project Tasks

Process of automation of target marketing began in bank more than five years ago. Then for work of marketing specialists implemented the tool for setup of campaigns with which the bank worked before transition to SAS.

Sovcombank, (2013)

Selecting the supplier of the solution, specialists of bank considered several offers. With a command of SAS the pilot project on real data which allowed to estimate functionality, high-speed performance and flexibility of a system was carried out to a short time.

Project Progress

During the SAS Campaign Management project it is integrated with the data warehouse, operational CRM, the main communication channels - the SMS, email and service of automatic voice informing. Using a SAS command of bank optimized analytical models and configured new flexible mechanisms of segmentation of the customer base, distribution of communications by offers and channels.

Project Results

The first results completely met our expectations from implementation. A new system allowed us to implement more difficult campaigns and to reduce the net value of attraction. We can flexibly redistribute communications between channels and manage the sequence of contacts, more thinly segment target audience and, of course, optimize the models. The response to offers grew, at the same time to work with the solution of SAS much more conveniently, than with those means which we solved problems of target marketing earlier. Natalya Vishnyakova, chief of the department of the analysis of the client relations, adviser to the chairman of the board of Sovcombank

We have no doubts that investments on implementation in Sovcombank of analytical CRM from SAS will pay for itself in short terms. This solution proves the efficiency again and again. Projects which we implement in the field of automation and optimization of target marketing show very much good results. And we see that the client analytics of SAS gradually becomes the industry standard among the largest Russian banks. Sergey Isaev, head of client analytics and CRM  of SAS Russia/CIS company