Bank of Moscow brought into commercial operation "Factory of marketing campaigns"

In 2011 SAS Marketing Automation put into operation in Alfa-Bank and Bank of Moscow and also in the Kazakhstan Kaspi Bank.

This credit institution carried out automation of marketing for over a year and gained noticeable effect, without changing cardinally players of the used IC. It is enough to tell what in Bank of Moscow was not and is not present the selected CRM system: its separate functions are performed by the self-written core banking system "M-bank". Before, if it was necessary to start a marketing campaign, then for its implementation own programmers wrote necessary functions in the system of M-bank. It is no wonder that start of such campaign took on average 3 months. At the same time integral idea of the customer base was not, it was segmented without any modeling.

Now in Bank of Moscow the SAS Marketing Automation system which relies on a data mart is for this purpose used (there is still no corporate storage in bank). According to Anna Akparova, it was quite simple to make an economic case of the project for the management as all indicators have the financial nature and are easily predicted. Close to real results were forecasts of average time of start of campaigns (1 month), the level of a response of clients (more than 20%) and a share of marketing actions in total income of bank (35%). Expect that at such indicators the project should pay off within a year.

Today the regular structure of division of target marketing of Bank of Moscow is changed and the new order of campaign management is approved, the data mart with information about 9 million clients (400 indicators) is constructed, communication channels through call center, e-mail, the SMS, a regular mail, ATMs and interfaces operational are connected by the CRM core banking system of M-bank. Are implemented as normal campaigns (on customer retention, activation of cards, connection to Web banking), and very difficult, connected with issuance of credits. The last should be controlled by risk managers that assumes additional stages of approval and a statement. At the same time quite absurd situations when the bank at first makes the client the proposal on crediting occasionally are possible, and then after consideration of the request by the risk manager itself and will refuse. As Anna Akparova explained, the special measures designed to reduce the probability of similar failures to 'the 100-th shares of percent' are provided in the block of credit marketing campaigns.

As a result of the implementing solution SAS Marketing Automation Bank of Moscow received the instrument of work with the customer base exceeding 9 million people. Implementation in operation of the innovative technology of analytical CRM and automated management of campaigns of target marketing will allow to implement a possibility of personal communications with clients for the purpose of address product offering and services of Bank.

"Our purpose – providing to each client of a full range of modern banking products and services using the last achievements and innovations in the field of financial technologies. Proposing address solutions and implementing advanced technologies, the Bank shows flexible approach to requests of clients and guarantees them high quality of service, – Oksana Smirnova-Crelle, the Vice president of Bank of Moscow comments. – To reach such service level, the management of Bank made the decision to implement the system of target marketing in short terms, and we expect to see using this system to 40% of retail sales".

"As the automation system of target marketing the solution SAS Marketing Automation as it most met the requirements of Bank was selected and successfully implemented in several Russian and a set of foreign banks", – Anna Akparova, the associate director of Project management center of Bank of Moscow tells.

Anna Akparova, the Associate director of Project management center of Bank of Moscow shared practical experience of creation of the automated target marketing in Bank of Moscow on the basis of the solution SAS Marketing Automation (SAS MA). "In April, 2012 based on the SAS MA system in bank credit campaigns of target marketing were started, using earlier connected Call-Center and SMS channels and also new channels of the personalized communications with the client are connected: mail, E-mail, ATM, 'the entering address of the client to office/TsDO', is expanded a show-window of client data for analytics and difficult polling campaigns are started.

The objects set for the project on receiving a response in 20% for credit marketing campaigns and also to decrease in an indicator of 'time-to-market' on each campaign by 3 times are reached. It is expected that at the end of year target marketing (Management of CRM and holding direct campaigns) will create up to 40% of income of retail business. Identification of the considerable client segment never getting to marketing campaigns for old technology became unexpected result of system implementation of SAS MA. Taking into account the response level and also average loan amount (ticket-size) on this segment, net income only from this 'find' by 3 times will exceed the cost of all implementation project taking into account licenses, the equipment and implementation services. Thus, implementation of SAS MA will pay off less than for 1 year", – Anna Akparova sums up the first results of implementation.

During the project in Bank solution integration of SAS Marketing Automation with channels of telemarketing and the SMS was made. The new technique of efficiency evaluation of marketing campaigns was also developed.

"Technologies of target marketing which are a cornerstone for retail business of banks in many countries of the world today became really demanded also in Russia now, – Yuli Goldberg, the director of work with the financial sector of SAS Russia/CIS company told. – We are grateful to Bank of Moscow for aiming at result and creation of an effective project team thanks to which efforts the project was successfully implemented precisely in the planned terms".