The St. Petersburg bank completed implementation of SAS

2018

Completion of implementation of the standard of client analytics

On October 2, 2018 St. Petersburg bank completed implementation of the industry standard of client analytics – tools SAS Marketing Automation, SAS Visual Statistics and SAS Visual Analytics. Software will serve profound portfolio analysis cards of bank and also management of its quality using implementation of target marketing communications.

Earlier start of targeted marketing campaigns in bank was carried out actually in the manual mode, and on preparation of one campaign from 14 to 30 days left. Thanks to implementation of the specified tools, time of setup and start of a campaign was reduced on average to 1-2 days. The campaigns configured and started using the solution of SAS already showed growth of a response on average by 8-12% and sales increase of products twice (in comparison with similar, started in the manual mode).

Together with completion of implementation of SAS Marketing Automation bank started the preproject on implementation of the module SAS Real-Time Decision Manager. This tool will allow to implement such marketing strategies as the choice in real time of the best action concerning the client, determination of the best of available offers and also to transfer the credit pipeline of bank to other, more productive and flexible solution.

Beginning of product introduction of SAS

Since January, 2018 St. Petersburg bank began to implement tools SAS Marketing Automation, SAS Visual Statistics and SAS Visual Analytics for the purposes of transaction business. The working group of bank and the invited integrator – the company Glowbyte Consulting - are faced by a task to completely automate start of campaigns as earlier they were held actually in the manual mode by a team of 12 people, and on preparation of one campaign from 14 to 30 days left. It is expected that already to the middle of year, thanks to implementation of tools of SAS, time for start of campaigns will be reduced to 1 - 2 days, and only 2 persons will manage this process.

St. Petersburg bank. Photo: finparty.ru

The choice of the solution took place on a competitive basis, 12 companies took part in the tender. Prior to implementation in bank the preproject during which the management formulated detailed requirements was implemented, approved logistic and perspective architecture, data sources of bank and communication channels were in details investigated. Representatives of SAS and GlowByte participated in meetings within the internal project of Non-cash World bank where they told all participants of the working group about the future changes and showed possibilities of the implemented modules.

"Our expectations from the project and cooperation with SAS and GlowByte are connected, first of all, with significant growth in a share of active clients and profitability of a card portfolio due to automation of customer interaction. The second moment consists that we depart from the concept "segment" and we are guided by the principle: "one client is a one segment". The analytics of SAS will help us to investigate more effectively Big Data, to reveal interrelations, to build and test predictive models quicker and to influence payment experience of clients. From important changes which are expected it is possible to note two moments. First, this decrease in load of paid communication channels: from expensive sms we will pass to alternative canals. Secondly, this release of resources of bank in several directions". Ekaterina Zvonova, director of directorate of transaction business of St. Petersburg bank

According to financial and economic model of the project, the bank is going to pay back the solution in the first year of use. The first campaigns will be started in March, 2018, then it will be possible to use a part of analytical tools of SAS on a regular basis. Completely in trial operation the solution will appear at the end of June.