SKB-Bank (Marketing Logic Geonet)

2021: Geonet Platform Launch

SKB-Bank has started using the Geonet platform based on the Atlas geographic information system to manage the network of branches. The service was developed by Marketing Logic.

Geonet platform is a digital service for intelligent network management. The tool aggregates up to 1,000 layers of data on various characteristics of offices and networks, calculates optimal parameters and offers bank experts ready-made solutions taking into account the required financial model.

Geonet algorithms based on big data assess the potential and load on each branch and network as a whole, calculate the effectiveness of potential offices, based on data on the activity of customers, rival banks, the number and well-being of residents, traffic on the streets of the city and other statistical information about infrastructure, improvement and economic indicators. As a result, the bank receives substantive recommendations for opening, closing and relocation of bank offices with accuracy to a specific address on the card.

In addition to determining the best location, the system scores profitability for each existing and potential office of the bank, as well as the network as a whole, taking into account various configurations and models of network transformation.

According to the results of all calculations, strategies with the maximum number of points are won, and for clarity the result is displayed in the interface of the "thermal" card, where the most cost-effective placement options are noted. In more detailed reports of the system, the experts and management of the financial institution receive full information about the calculations for each office.

We are always open to innovation and effective tools that help us maintain high-level network management. We are very pleased that the Geonet platform finds locations that are ideal for the convenience of customers and at the same time meet the requirements of the bank in terms of profitability, safety, ease of management, geo-availability. It is important for us that the proposed solutions are not compromise, but optimal from all points of view, and the Marketing Logic team provided us with such a service, "said Igor Lapshin, marketing director at SKB Bank.

We have been developing the Atlas geoinformation system for more than 6 years, but at the same time we are constantly updating and improving our products, adding new types and data sets. And we are grateful to SKB-Bank for cooperation and interesting tasks - they require us to fully use our previous experience, and add new developments and data layers to the examination, for example, modeling pedestrian traffic, which we enriched the service before the start of the project. Plus, the tasks related to calculating profitability are always interesting, because they require extensive expertise in order to translate hundreds of characteristics into an economic model and tie them to specific financial indicators, "comments Dmitry Galkin, managing partner of Marketing Logic, on the introduction of the new technology.

The transformation project of the SKB Bank network is designed for 2 years of implementation and covers all 150 cities of the bank's presence in Russia.