Shaun Doyle Chairman

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1 Delivering improved risk management, sales reporting, targeting and campaign management using SAS and Intrinsic software in Banking Shaun Doyle Chairman

2 Content! Key business requirements that drove the birth of the project! Technical solutions examined and the final one deployed! Drivers for the business case! Project delivery organisation and processes! Project future road map to meet e-business objectives

3 Background! Financial services organisation! loans, credit cards, motor leasing and insurance! Products sold direct and through third parties! Recent merger with another bank! Integration of core systems priority! E-commerce project underway <1% business! SAS used by risk team for analysis and small amount of modelling! Two failed data warehousing projects! No campaign management system

4 Key business requirements! Provide MIS platform! Improve risk analysis and reporting! Facilitate behavioural modelling! Support campaign management and automation! Enable supported selling in call centre! Provide sound base for e-commerce and e- intellingence

5 Project philosophy! Analysis of failed projects showed:! poor senior management support! projects under resourced! previous suppliers used hit and run approach! To gain project support:! Executive WOW session! Solution design and business cases! Go No session

6 Conceptual model Data Sources DATA DATA Transactions DATA Products e.g. Loans, Lease External Data Database Extract & Transformation Extract Transform Loading Cleaning Matching Data Repository / Warehouse Marketing Customer Data Information Mart File CRM APPLICATIONS Customer / Account Fulfillment Channels Inbound Call Centre Direct Mail Telemarketing Internet Web site Branch Dealerships TARGETED COMMS Reporting Campaign Management Analysis & Modeling

7 Original System Model Product Admin Customer Services Enquiry External Product Online Customer Information System Batch Data Warehouse External Data Sets MIS Data Mart Marketing Data Mart

8 Proposed systems model Operational system Operational system Operational system SAS Data warehouse administrator SAS SPD server SAS Enterprise reporter SAS Enterprise Miner Intrinsic Campaign Management

9 Proposed solution Source Systems Common Data Warehouse Environment User Community Risk System 1 Loan 1 Admin Loan 2 and Lease Admin Via ODBC Intrinsic Campaign Mgmt. Lease System Card Admin SAS Data Warehouse Administrator SAS SPD Server SAS Direct SAS Enterprise Reporter Loan 3 System Auto-Dialler SAS Direct SAS Enterprise Miner Existing 1DWH Existing 2 DWH Initial Load Regular Feeds

10 Data Sources DATA DATA Transactions DATA Products e.g. Loans, Lease External Data Database Extract & Transformation Extract Transform Loading Cleaning Matching SAS DWA Data Repository / Warehouse Marketing SAS SPD Customer Data Information Mart File Customer / Account Fulfillment Channels Inbound Call Centre Direct Mail Telemarketing Internet Web site INTRINSIC Branch BATCH Dealerships SCHEDULER TARGETED COMMS Reporting SAS ENTERPRISE REPORTER CRM APPLICATIONS INTRINSIC Campaign Management Analysis & Modeling SAS ENTERPRISE MINER

11 Benefits of solution! Single homogeneous environment supporting! Risk analysis! Behavioural modelling! Campaign management (consumer and dealers)! Sales reporting! Reduced hardware and software costs! Reduced maintenance and support cost! Tight integration of technologies! Provided a solid stepping stone for planned e-commerce activities and product range extension

12 Project organisation! Project steering group! Project team! Client, SAS and Intrinsic! Structured project management using modified SAS DW Methodology! Executive briefings! Business case focus

13 Phased delivery 1 Design and populate Data Warehouse 2 Provision of support for basic analysis and reporting 3 Provision of improved risk analysis, reporting & campaign management 4 Provision of behavior modeling, profiling and segmentation. 5 Event and time triggered campaign management and basic CRM Delivery of Data time

14 Business benefits! Risk management business benefits are: " General improvements in risk reporting " Improved collection suite reporting " Improved score card generation " More timely access to data (less preparation and processing time) " Process alignment across business units

15 Business benefits! Campaign management business benefits are: " Improved deployment and use of model scores " Increase campaign management responsiveness " New campaign opportunities " Improved automation of selection and extraction processes " Enhanced campaign reporting, analysis and learning " Improved test and rollout opportunities " Reduced campaign costs

16 Business benefits! Reporting business benefits! Provide sales team with unique service to third parties! Tighter management of relationship! Improved performance! Better service to third parties

17 Other benefits not quantified! Business case based on conservative uplift in campaign performance and was only applied to part of the activity! Excluded new product revenue! Excluded Emerging new channels including web and ! Focus in on direct business and excludes third party business activity (dealer activity and co-branding consumer)

18 System Model Marketing Data Mart External Data Sets Modelling Environment Response Data Campaign Management Comms Status Data Direct Mail Production Telephone Marketing Operation Web Site

19 E-commerce! Support for click stream analysis! Enhanced behavioural models! Support for activity and web personalisation

20 Conclusion! Make sure you have active executive support for the project! Make sure you have a solid solution design and business case! Create a partnership with suppliers and form one single team! Communicate what is going on - continually sell the project internally

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