RDTECH constructed an analysis system of payment network for Tatfondbank

2016: RDTECH constructed an analysis system of payment network for Tatfondbank

RDTECH and Tatfondbank announced project completion within which the analysis system of payment ATM network, terminals and acquiring is implemented.

The project on creation of an analysis system of payment network based on the corporate data warehouse (CDW) began in February, 2016. Based on KHD by this moment in Tatfondbank the system of the management reporting, reporting system of investment business, a budgeting system and financial planning, the Analytical CRM system and also the system of bonus calculation and KPI were already implemented. The completed project was executed for the purpose of support of network management of ATMs, information I payment terminals (IIPT) and POS terminals of acquiring network of bank.

The analysis system of payment network consists of a complex of the data marts allowing to make the analysis of demand of this or that ATM and POS terminal, to estimate profitability of each separate device and payment network in general, to prepare the reporting on work of acquiring network of bank and to keep track of correctness of procedures of collection of ATMs.

For creation of a complex of analytical show-windows within the project regular data loading in KHD from the system of processing of plastic cards and processing system of transactions in IPT, including cash payments is implemented.

Calculation of a financial result for devices is executed both regarding direct income on transaction, and taking into account the compensated income/expenses from operators of the international payment systems (IPS). The built-in mechanism on a certain methodology carries the compensated commission (so-called "интерчендж") according to someone else's cards in ATMs and POS terminals of Tatfondbank on its devices and also according to cards of bank in someone else's devices — on its cards. Besides, the completeness of assessment of profitability of ATMs is provided thanks to import to the system of expense data on lease of spaces for ATMs, communication channels, service maintenance, insurance of ATMs, etc.

2015: Tatfondbank completed system implementation Analytical CRM

On May 12, 2015 it became known of the project of creation in Tatfondbank of the Analytical CRM system with the assistance of RDTECH company as integrator.

Project Tasks

The Corporate Data Warehouse (CDW) was used in Tatfondbank for formation of the management reporting and budgeting. In process of accumulation in KHD of large volumes of retrospective data, an opportunity for solving of tasks of profound analytics appeared. It became the basis for system implementation Analytical CRM.

Project Progress

System implementation is executed for analytical support of sales process of banking products and increase in profitability from management of the customer base.

Office "Tatfondbank", 2013

"Analytical CRM" - a complex of show-windows on the KHD platform. In composition:

• expanded analytics about social and demographic characteristics of the client, its profitability and behavior model,
• instruments of multiple parameter segmentation of the customer base and efficiency evaluation of the waged marketing campaigns.

Along with data on transactions and transactions of clients (from the core banking system) which are automatically loaded into KHD, during the project integration of Analytical CRM with all front office systems of bank (Operational CRM) and the systems of the remote banking (RB) is executed.

For each of stages of business process of work with the customer base the appropriate work benches are provided in the Analytical CRM system. At the first stage of business process the analysis and segmentation of the customer base is made — by a number of static and dynamic criteria the customer base breaks into segments, then into subsegments and so on up to micro segments with specific target proposal (targeting). Instruments of segmentation and targeting cover practically all range of the banking products offered clients: from the traditional credits, cards, deposits and to collection coins, an insurance, exclusive packets, transactions of broker service, products for clients of medium and small business (SMB).

On the next stage of business process, after creation of a micro segment with the target offer, the marketing campaign within which the offer is delivered to clients by means of communication channels forms (contact center, regional network, etc.). Results of communications are fixed and loaded into the Analytical CRM system where efficiency evaluation of the waged campaign is made.

Except efficiency evaluation of a marketing campaign, a system allows to analyze and efficiency of sales process in general, including via remote channels.

Project Results

Gulnara Mustafayeva, the associate director of development department of network of Tatfondbank, told: "With system implementation Analytical CRM we obtained information on the client's portrait on this or that banking product, preferences of the client, model of his lifecycle and other expanded analytics. Important advantage of the implemented system is that now we can send to each segment of clients from base the offer which is interesting to this segment and via that sales channel which is most effective at the offer of a specific product. Using the instruments of segmentation provided by a system we focus our marketing efforts on those clients who with high probability will respond to the offer of bank, proceeding from their preferences and behavior model. Thus, we aim to increase efficiency of different sales channels and to optimize work with each client".

Victor Susoykin, the project manager from outside RDTECH, told: "Segmentation of the customer base according to biographical particulars of clients (such as sex, age, an experience and work location, a position, education, income level, etc.) is a standard possibility of the majority of similar solutions in the market. However this information volume gives very limited opportunities when holding marketing campaigns as targeting is executed generally proceeding from what the bank would like to sell to the client, but not from the fact that the client would like to purchase from bank. The system implemented in Tatfondbank gives an opportunity for work with the customer base, proceeding not only from biographical particulars, but also from the behavioural characteristics of the client considering a lifecycle model of the client, product preferences of the client, shops in which the client likes to make purchases, the profitability of the client and his risk profile used by the client channels and many other things".