How To Optimize Pricing

Transcription

1 Pricing Optimization Unsecured Lending Jane Zhong Customer Knowledge & Insights Scotiabank Toronto Data Mining Forum May 15, 2013

2 Agenda Who we are What is pricing optimization Project Initiative Stakeholders Analytical Solution Pricing Solution Lessons Learned Questions Page 2

3 Who We Are Customer Knowledge & Insights Enterprise Data Warehouse Decision Support & Management Customer Interaction Management Market Research Customer Predictive Responsibility Predictive Modeling: Business/Sales Growth Asset/Liability Management Analytics Analytics Optimization: Marketing Optimization Pricing Optimization Page 3

4 What is Pricing Optimization? A strategy of customizing pricing for each customer based on an understanding of its sensitivity to pricing. This means Upon product application, specific customer attributes are potentially used to determine a customer s optimal price based on business objectives. o Different pricing strategies could exist depending on the business objectives. o Optimizing the trade-off between volume and profit within a set of business constraints. o Re-optimizing the pricing whenever necessary to maximize net revenue and manage the sales conversion. Page 4

5 How Can Pricing Optimization Help? Pricing optimization is enabling bank executives to use pricing as a strategic weapon to meet their corporate objectives and to become more customer-centric in their decision making. Dr. Robert L. Phillis Founder & Chair Science Officer Nomis Solutions Page 5

6 Project Initiative Background Unsecured lending is a key component of the retail bank. Our existing approach relied on broad risk-based pricing and discretion. However, this approach had resulted in fewer sales and lower profit Business Case Similar to the best practices in the industry, apply dynamic pricing optimization technique for pricing decision. Leverage our internal expertise to build a pricing optimization framework in house. Build a process that regularly monitors segment level sales to re-optimize our pricing and maximize the overall product profit. With a modest investment in IT, complex pricing optimization techniques can be simplified for practical deployment within our sales channels. Until we incorporate customer relationship fully within the pricing model, pricing discretion capabilities will remain an option. Page 6

7 How will it Happen? Decision Support & Management Provider of pricing solutions through predictive analysis & optimization to determine the factors & parameters which will drive the pricing decision Enterprise Data Warehouse Builder of data mart to store pricing solutions and interactions for monitoring, reporting and further enhancements Information Technology Solutions Builder of the generic pricing engine and system enhancements that will provide individual customer pricing decision Branches Online Call Center Page 7

8 Stakeholders Project Sponsor: Unsecured Lending Solution Provider: Decision Support & Management Data Provider: Enterprise Data Warehouse Business Requirement: Integrated Business Solution System Development: IT&S Price Execution: Channels Customer Experience Risk Management Audit Compliance Page 8

9 Pricing Process Scenario Creation Pricing Strategy Performance Monitoring ANALYTICS Scenario/Pricing Signoff Price Execution Price Publishing?????? Pricing Strategy Business objective Strategic Focus Market Change Competitors Performance Monitoring Analyze planned vs. actual results, update models and reports to for better performance Scenario Creation Simulate, optimize, and collaborate to develop pricing scenarios for evaluation Scenario and Pricing Signoff Data driven proposals to adjust pricing for changes in the market, and/or our business goals Price Publishing Automate the publishing of prices and store an auditable record of pricing decisions Price Execution Optimize negotiation ranges, and offers and tracking and incorporating pricing discretion Page 9

10 Analytical Framework App Data Risk Data Booking Models Attrition Models Utilization Models Loss Models Customer data Account data Pricing Optimization Platform Reporting Pricing Solution Monitor/Track Business Line Signoff Price Engine Page 10

11 Analytical Methodology To identify major pricing factors by building different customer behavior models Booking Sensitivity Model Account Attrition Model Limit Utilization Model Loss Model To build sensible pricing segments on business objective Combine business sense and scientific study Customer homogeneity To deliver better pricing solution by using optimization Maximize life-time product profit and satisfy certain constraints: Improve booking ratio Maintain loss ratio Improve booking mix of profitable customers Improve profit from certain customer segments Page 11

12 Pricing Solution Price New Price vs Old Price New Price for A New Profit for B New Price for C Old Price for A Old Profit for B Old Price for C H H M M L L H H M M L L H H M M L L H H M M L L H H M M L L Y N Y N Y N Y N Y N Y N Y N Y N Y N Y N Y N Y N Y N Y N Y N Profitability orientation not volume orientation Multiple pricing factors vs. sole pricing factor Stay competitive within the unsecured lending market Page 12

13 Lessons Learned Pricing evolution as opposed to revolution make small steps Time to market is a key Phased approach provides immediate benefit while gaining executive supports Need more experts with end-to-end knowledge Build robust methodology and flexible infrastructure Work around limitations and control the controllables Data doesn t lie and let the number talk first Identify data gap and collect more relevant data Need sufficient price driven behavior data to quantify price elasticity Marry business sense and scientific study for customer segments Models will need periodically calibration for market volatility Re-define pricing strategy to align with business objectives and market Pricing is a key strategic weapon and should continue to be invested Page 13

14 Thank You! Page 14