Home Credit Bank improves targeted marketing campaigns with SAS® Marketing Automation

Analytics helps Russia's largest private retail bank achieve five percent increase in customer response

With multiple new sales channels and products, Home Credit Bank, Russia's largest private retail bank, needed to improve performance and flexibility in its marketing campaigns. Home Credit Bank chose SAS® Customer Intelligence to help automate the preparation, launch and implementation of targeted marketing campaigns to more than 24 million customers.

"We were very careful while selecting a system and ultimately chose SAS Marketing Automation," said Jan Hurt, Head of the Client Base Department at Home Credit Bank. "We needed cutting-edge functionality with a comprehensive solution that could easily integrate with our internal platform and teams."

Home Credit Bank's recent tests of SAS Marketing Automation have already shown significant progress in terms of performance, ease and speed of organizing targeted campaigns. For example, 60 standard campaigns prepared and launched using SAS produced a five percent increase in customer response. The bank anticipates a quick return on its investment in SAS – probably within the first year of use.

Home Credit Bank has conducted targeted marketing campaigns since 2008. Over time, the bank developed a detailed methodology for preparing and conducting campaigns, resulting in an automated banking system (ABS) that functioned as a customer relationship management (CRM) platform. The CRM project helped Home Credit Bank become one of the first in Russia to successfully deploy marketing activities aimed at improving cross-selling and increasing customer loyalty.

Home Credit Bank attributes positive organizational changes to the SAS solution. "With SAS, our marketing team has become much more self-sufficient and independent of IT," said Hurt. "Now they have a complete set of customer data in one window. Through SAS, users can harness predictive models to select campaign target groups, create a personalized offer, and choose the preferred type of communication. We have reduced demands on the ABS to free up its resources for other company initiatives."

"As one of the most successful and fastest-growing retail banks in Russia, it was an honor for SAS that Home Credit Bank chose SAS," said Julius Goldberg, Director of the SAS Russia/CIS financial sector. 

Specialists from GlowByte, a SAS Russia/CIS partner, assisted with implementation of SAS Marketing Automation at Home Credit Bank.

Read about SAS Marketing Automation, comprehensive solution to plan, test and execute marketing campaigns for improved marketing efficiency and effectiveness. By increasing retention and driving higher rates of new customer acquisitions, organizations can achieve a better return on investment and a healthier bottom line.

About Home Credit Bank

Home Credit and Finance Bank Ltd. (rated by Fitch at BB, and by Moody's at Ba3) has been active on the Russian market since 2002 and is one of the leaders in the retail financial market. In terms of the crediting volume, this bank represents one of the top three Russian banks and has one of the largest branch banking networks in Russia. The customer base exceeds 24.6 million people, representing half of all Russian households. Total assets of the bank exceeds 323 billion rubles.

As of December 2012, the Home Credit Bank's distribution network amounted to 6,356 offices, 1,231 ATMs and terminals, and more than 69,300 points of sale. In Russia, the bank employs more than 27,000 people. According to the "Employers of Russia – 2012" rating compiled by HeadHunter and Ecopsy Consulting and PwC., the Home Credit Bank was named the best bank-employer in Russia. Home Credit Bank is a member of Home Credit Group, a leading multi-channel provider of consumer finance in Central and Eastern Europe (CEE) and the Commonwealth of Independent States (CIS) with a strong foothold in Asia. More information is available at www.homecredit.ru

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