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SAS® Marketing Automation for Banking
Maximize customer profitability through
more effective communications
As the banking marketplace grows Given so many obstacles and such
more competitive with each passing high stakes, how can you improve the
day, the need to effectively establish efficiency of your marketing efforts and
and grow profitable customer relation- ensure that the right offer is reaching
ships increases as well. Volatile the right person at the right time?
markets have also eroded consumer
confidence and loyalty, putting a A comprehensive marketing solution
premium on superior service and By fully integrating SAS’ powerful
strong incentives. customer analytics with industry-leading
campaign management technology,
To succeed, banks and financial SAS Marketing Automation for Banking
services firms must not only improve enables you to gain a complete picture
their ability to retain customers, but of your customers, automate complex
find new ways to maximize customer marketing campaigns and increase
profitability over the life of each both their efficiency and profitability.
SAS Marketing Automation for
To accomplish these objectives, Banking combines marketing
marketers require more precise analytics and campaign management
segmentation and more frequent and in a predefined banking data
sophisticated communications than environment, which quickly provides
ever before— communications that highly targeted marketing campaign
involve multiple stages and span selections and response recognition
multiple channels, from statement rules for retention, loyalty, customer
inserts and messaging to radio and acquisition, development, activation
television, telemarketing, e-mail and and re-activation.
the Web. But many marketers are
finding that limitations in their marketing Key features include:
automation technology are hampering
• Integration between prebuilt
their ability to implement the complex,
banking analytical models — such
agile customer communication strate-
as customer retention and credit
gies that today’s marketplace
scoring models — and campaign
management processes, which
maximizes the value of your most
Gathering and optimally structuring
current customer and campaign
mountains of disparate customer data
information, providing reliable and
as well as tailoring analytical models
timely knowledge to maximize
to unique customer challenges are
additional hurdles facing marketing
organizations in the banking industry,
often requiring IT resources that are
difficult to spare.
• Prebuilt suggested models that • Automatic updates to the central Expertise you can count on ... today
can be implemented as templates customer data warehouse of cus- and tomorrow
for retention, re-activation, loyalty tomer contact history, response SAS has long been recognized as the
management and credit approval. history and analytical results. provider of the most reliable, proven
analytical expertise in the world. We
• In-depth campaign management Comprehensive banking intelligence
deliver comprehensive solutions for
functions that enable you to opti- SAS Marketing Automation for
the management of strategy, risk,
mize campaigns and channels Banking is available as a component
customers and channels — all tailored
by automatically tracking each of SAS Banking Intelligence Solutions,
to the banking industry’s needs. In
campaign element. a suite of software and services that
fact, more than 2,000 financial serv-
combine award-winning analytic and
• Integrated prioritization and sched- ices companies worldwide use SAS
data warehousing technology with
uling for complex, multichannel, solutions, including 97 percent of
decades of industry experience.
multistage campaigns. banks on Fortune’s Global 500.
Through proven, prebuilt processes,
• Efficient selection, screening and techniques and models, SAS Banking
Whether you’re focused on one facet
filtering of internal and purchased Intelligence Solutions speed up both
of your business or committed to
contact lists to produce clean, implementation and results — yielding
improving performance throughout
non-duplicated target lists, without significant returns within months,
your enterprise, SAS can help you
reliance on the IT group. not years.
maximize profitability, minimize risk
• Coordination and optimization of and achieve competitive advantage.
SAS Banking Intelligence Solutions
outbound and inbound communica- For more than 25 years, SAS has been
provide powerful intelligence for many
tions over multiple channels for giving customers around the world
aspects of your business, including
hundreds of thousands or hundreds .
The Power to Know® Visit us at
marketing automation, credit scoring,
of millions of customers. www.sas.com.
risk management, performance
• The ability to create, deliver and management, anti-money laundering
track high-volume, opt-in, personal- and customer retention.
ized e-mail marketing campaigns
based on a thorough understanding
of the customer.
• Dynamic response handling to auto-
matically update customer contact
history, response tracking and
• Tracking of “hard” responses
(purchase decisions) and “soft”
responses (subtle changes or trends
in user behavior), recorded through
conventional channels or e-media.