BANCA MEDIOCREDITO Finanziamenti a medio e lungo termine

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1 Finanziamenti a medio e lungo termine The Marketing Information System of Banca Mediocredito: a way to improve business analysing potential and served customers 2003, June 17-19

2 Agenda!About Banca Mediocredito!Project goals!architecture - SAS tools!marketing Data Warehouse - SAS Applications!Conclusions 2

3 Unicredito Italiano Group - 1!Largest banking group in Italy, in terms of Stock Exchange and capitalisation!in the top five European banks for efficiency and profitability!one of the twenty largest European groups for total assets!principal western banking group in central and eastern Europe 3

4 Unicredito Italiano Group - 2 From a federation focused on geographical areas Italian Banks Division to a federation focused on market segments Finanziamenti a medio e lungo termine 4

5 !Origins in Turin in 1995 Banca Mediocredito Branch Offices Milan!A part of Unicredito Italiano Group since 1998!Mission Structured finance, medium and long term credit Financial incentives concerned with national and European programs Project and Acquisition finance TURIN Bologna Rome Padua!Target Corporate Public and local corporations 5

6 Project goals - 1 WHY DEVELOP A MARKETING INFORMATION SYSTEM?!To look inside the Bank!To know the market!to find new business opportunities!to be compliant to, but independent from other Departments 6

7 Project goals - 2 WHAT DID THEY ASK FOR?!Top Manager Monitor the competition and the market Analyse the results Control the commercial network!account and Sales Manager Target customers Plan the agenda Monitor their own results 7

8 Architecture: before SIM O p e r a t i o n a l NT Server ORACLE HOST - MVS3090 DB2 Old Reporting System NT Server ORACLE Legacy System - Raw data 8 VSAM Periodical Extraction by IT Department Users PC/Client Microsoft ACCESS D e c i s i o n a l

9 Architecture: after SIM O p e r a t i o n a l NT Server ORACLE Legacy System - Raw data HOST - MVS3090 DB2 Marketing Information System 9 VSAM Periodical Extraction by Marketing Department NT Server - SAS Data Warehouse - SAS Applications Users PC/Client SAS D e c i s i o n a l

10 SAS tools "Host: SAS/ACCESS DB2, SAS/STAT, SAS/CONNECT, SAS/IML "PC Windows: SAS/GRAPH, SAS/FSP, SAS/AF, SAS/CONNECT, SAS/EIS, SAS/STAT, SAS/ACCESS ORACLE 10

11 Marketing Data Warehouse Periodically refreshed, it contains SAS data set about:!bmc customers (core business) Internal data (BMC legacy system) -private (tax number, address, business name, activity sector,.) -operational (BMC branch office, account manager, current positions, debts ) External data (CEBI - Bank of Italy - Unicredito Italiano Group) -balance sheet (asset, liability, ratios ) -risk (rating, exposure towards Group and Italian Banking System,.)!Potential customers (core business) External data (CEBI - Bank of Italy - Unicredito Italiano Group) -private -balance sheet -risk 11

12 Marketing DW: data quality Constitution of a Permanent Committee, responsible for data quality!to analyze and point out anomalies and inconsistencies of BMC data!to find out anomalies and inconsistencies of BMC data towards external data!to define the actions to correct anomalies 12

13 SAS applications OLAP developed with SAS/AF, SAS/EIS SCC Segmentation Commercial Customers SCP Segmentation Potential Customers SD Directional Synthesis SMC Contact & Monitoring System accessible to account managers for targeting served customers accessible to sales managers for targeting potential customers accessible to top managers for monitoring the market and BMC results accessible to top managers, account/sales managers for planning the agenda and monitoring performance 13

14 SAS applications: : SCC - Data model Growth Dimension Profitability Industries Geo % Total Sales % Total Sales Total Sales Total Sales or Total Assets or Total Assets Ebitda Ebitda Total Sales Total Sales Sectors Sectors Region Region Branch office Branch office Account manager Account manager ECONOMICAL CAPACITY FINANCIAL CAPACITY CREDIT CAPACITY PRIVATE DATA Debt Debt Equity Equity Ebitda Ebitda Fin. debt Fin. debt Rating Rating Loans BMC Loans BMC Loans Italy Loans Italy EBITDA EBITDA Fin.Charge Fin.Charge Other Other Risk Balance year Contract year Customer Status Legal status SAS -SCC 14

15 SAS applications: : SCC

16 SAS applications: : SCC

17 SAS applications: : SCC

18 SAS applications: : SCP - Data model Debt Debt Equity Equity Financial Structure Growth Dimension Profitability Operativeness ROA % Total Sales % Total Sales Total Sales Total Sales ortotal Assets ortotal Assets Ebitda Ebitda Total Sales Total Sales ROI ROI ROS ROS ECONOMICAL CAPACITY OTHER VARIABLES FINANCIAL CAPACITY Financial Financial Leverage Leverage Ebitda Ebitda Fin. debt Fin. debt Ebitda Ebitda ON fin. ON fin. RATING Others Financial Equilibrium Turnover Turnover Infra-Group relationship Industries Geographical Area 18 Legal status SAS - SCP

19 SAS applications: : SCP 19

20 SAS applications: : SD

21 SAS applications: : SD

22 SAS applications: : SMC SIM - DATA WAREHOUSE Extraction by users Data management Personal portfolio Planning contacts SCC - SCP SMC - Agenda SMC - MBO Scheduled Extraction Test performance: Allocation - Spread Credit quality SMC Reports (SAS/ODS - Intranet) 22

23 SAS applications: : SMC-Agenda

24 SAS applications: : SMC-Agenda

25 SAS applications: : SMC-MBO MBO 25

26 Benefits!Higher number of successful contacts/total Number of contacts!achievement of MBO!More profits!better portfolio quality!deeper synergy with UniCredito Italiano Group 26

27 Next Steps!Add data and information to the Marketing Data Warehouse!Develop new OLAP applications and reports!develop a Decisional Support System for credit analysis 27

28 Contact UNICREDIT Marketing Department Via Alassio, 11/C Torino - Italy 28

29 , 2003 Thank You 29

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