Know Your Customers
SAS® Banking Intelligence Solutions
Aslam Chaudhry
Analytic Solutions Manager
SAS R&D
SUGI30 April 11, 2005
[email protected]
Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
1
A Banker Is Trying to Know Her Customers
Customers Historical Data is Locked at Banks
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Agenda
• Banking Industry Landscape
• SAS Corporate Strategy
• Customer Intelligence Components
• SAS Products for Banking
• Product Details – Demo
• Benefits
• Next Steps
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Banking / Financial Landscape
• Product Based
• Line of Business Based
• Customer Value Based
• Other
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Banking / Financial Industry Landscape -- Survey
Banks Organized Around...
Other
6%
Value of
Customer
Groups
13%
Lines of
Business
31%
Product
50%
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Benefits of Customer Value Management
 Competitive Distinction/Dedifferentiation
 Resource Optimization
 Attention to the Most Valuable Customer Groups
 Engage the Most Potentially Valuable Customer or
Households for Growth
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Customer Value Management---Survey
Does measuring Customer Value
drive success for your company?
Low Degree
12%
High Degree
44%
Moderate
Degree
44%
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The Customer Value Management Use --- Survey
Senior Management
Customer Facing Reps
Marketing
Other
Line of Business Managers
Product Managers
Segment Managers
0
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20
30
40
50
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70
80
90
100
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SAS® Banking Intelligence Solutions
Enterprise Intelligence – it’s about business integration
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2003, SAS©Institute
Inc.
All rights
reserved.
2005, SAS
Institute
Inc. All
rights reserved.
Company confidential - for internal use only
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9
Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
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SAS Banking Intelligence Solution --- Customer Intelligence
• SAS Customer Segmentation for Banking
• SAS Cross-Sell/Up-Sell for Banking
• SAS Customer Retention for Banking
• SAS Marketing Automation for Banking
Copyright © 2003, SAS Institute Inc. All rights reserved.
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SAS® Banking Intelligence Solutions
Customer Portfolio Value Management
Bank
Holding Company
Retail Consumer
Banking
Mature
and
Retired
Mass
Market
Small Business
Banking
Small
Business
Enterprises
Affluent
Medium
Business
Enterprises
Private
Banking
Retail
Private
Banking
Online
Banking
Wealth
Management
Private
Banking and
Investing
Franchise
Trust
Web
Banking
Electronic Bill
Payments
Corporate
Banking
Media
Finance
Health
Care
Structured
Finance
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Agriculture
Institutional
Asset
Services
Commercial
Real Estate
Investment
Banking
Capital
Markets
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Company confidential - for internal use only
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Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
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SAS Banking Intelligence Solution --- Customer Intelligence
• SAS Customer Segmentation for Banking
• SAS Cross-Sell/Up-Sell for Banking
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Company confidential - for internal use only
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Company confidential - for internal use only
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Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
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Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
18
Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
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Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
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Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
21
Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
22
Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
24
Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
26
Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
SAS Banking Intelligence Solution --- Customer Intelligence
•SAS Customer Retention for Banking
• SAS Marketing Automation for Banking
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Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
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Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
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Copyright © 2003, SAS Institute Inc. All rights reserved.
Company confidential - for internal use only
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SAS Banking Intelligence Solution --- Customer Intelligence
• Solution Architecture
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SAS® Banking Intelligence Solutions
Legacy Source Systems
Deposits
SAS DDS 2.0 Based Data Architecture
Checking
Saving
CDs
DDS 2.0
Loans
Auto
Boat
RV & others
Mortgages
Home
mortgages
commercial
ETL Studio
Data Staging
Common data extracts
from all the systems at a
common data collection
for further processing
ETL Processes
SAS SPDS
Logical & Physical
Models
DB2
Data Dictionary
MS SQL Server
Docs
Teradata
Oracle
Credit Cards
Regular Visa
Daily, Weekly, Monthly Data
Loading Schedules
Gold Cards
Platinum
Others
Lobs
Copyright © 2003, SAS Institute Inc. All rights reserved.
Data Warehouse Development Using SAS Data Infrastructure
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34
SAS® Banking Intelligence Solutions
BIS Customer Intelligence Components
Eminer Web Client 5.1
7 Cross-Sell/Up-Sell models
4 Retention models
Real-Time Connectivity
DDS 2.0 / Bank’s Data Warehouse
ETL Studio
Analytic Mart
Model Development & Scoring
Integration with BIS
Dynamic Creation of ABTs
Cross-sell Web Client
SPDS
Oracle
UDB/DB2
LSF Scheduler
(Jobs)
Teradata
Docs
MS SQL Server
Business UI
ETL Flows
Business Focused
SPDS
Business &
predictive modeling
Retention Web Client
CCMM
Batch Scheduling
Business UI
Retention Focused
Predictive Modeling
SPDS
Daily, Weekly,
Monthly Data
Loading Schedules
Marketing
Automation
Campaign Web
Studio/Campaign
Studio
Segmentation Web
Client
Marketing
Optimization
CCMM: Customer Communications Management Mart
Copyright © 2003, SAS Institute Inc. All rights reserved.
Retention Segmentation
Using Model Score
Company confidential - for internal use only
Business UI
Tree Based
BSB
Clustering
Business Selections Builder
35
SAS Banking Intelligence Solution --- Customer Intelligence
Benefits:
• Evolutionary Migration from Product Based to Customer
Valued Based
• Manage to Retain Your Best Customers
• Organization Can Measure the Success of the Most
Valuable Customers
• Banking Specific Data Architecture
• Faster Deployment & Implementation
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SAS Banking Intelligence Solution --- Customer Intelligence
Next Steps
• A new SAS 9 based solution
• Want to Get More Info:
Email: [email protected]
[email protected]
• Contact Local Your SAS Sales Team
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Company confidential - for internal use only
37
SAS Banking Intelligence Solution --- Customer Intelligence
• Questions?
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