Expert Panel Workshop - Up/Cross-Sell Modeling and Methodologies in Banking

Duration: 2.0 hours

This outline is provisional and subject to change.

When trying to increase revenue, the choice is to either acquire new customers or to sell more products and services to your existing customers. Acquiring new customers can be expensive; and prospects can be hard to reach. But your own customers are known entities, and are a convenient market to tap. However, the age of mass marketing is over, and in order to be more effective at selling, you need to know which customers are likely to respond to which offers. Whether you have limited budget, or simply don't want to annoy the wrong customers with unwelcome offers, sophistication in up/cross-selling is a must.

During this two-hour workshop, a panel of SAS Analytics Consultants will lead a discussion, and respond to questions, so you have a chance to learn step-by-step procedures, best practices, and tips and tricks for the analytics associated with designing and implementing a successful up/cross-sell campaign. The range of discussion will be dynamic, depending upon the interest of the participants; it might range from exploratory analysis to predictive modeling and implementation. This expert-panel workshop will be conducted by top-notch SAS Analytics Consultants who regularly work hand-in-hand with customers to solve business problems using data mining and predictive modeling. Depending on your specific needs, the workshop can be geared toward approaches to accommodating missing data, using sampling guidelines, selecting variables, transforming variables, performing text mining, working with decision trees versus neural networks, selecting the best model, scoring customers and producing lists, and designing control groups... as examples.

As part of this expert panel workshop, you will have a chance to network with others in your industry, and to share and learn from each other about Up/Cross-Selling within the Financial Services industry. If you are not able to bring your own questions, you may still benefit from the session. But please keep in mind that the more questions that are asked, the better the panel discussion will be. We would encourage you to send your questions in advance of the session, where possible.

Who should attend: Executives, data analysts, business analysts, and/or statisticians who want to discuss approaches to solving the specific business and technical problems related to up/cross-selling within a banking industry

Prerequisites

There are no formal prerequisites for this workshop, and you do not need to be a statistician to attend this session.

Course Contents

Solving Business Problems Using Analytics

• approaches to solving business problems using analytics
• leveraging your data to solve business problems
• deploying an analytic result in your operational environment
• working with the various players in your organization to most effectively solve the analytic problem
• dividing a large problem into smaller, more manageable units that can each be completed in an acceptable time period

Topics Specific to an Analytic Project

• preparing data for the modeling process
• sampling, partitioning, performing graphical analysis, performing association analysis, clustering, filtering, and dealing with missing values
• variable selections, regression modeling, decision trees, neural networks, and model selection
• validating models, interpreting model results, scoring, and translating model output into actionable outcomes
• text mining
• customer segmentation, portfolio analysis, and identifying bundling opportunities
• any other topic you can think of that will help you to successfully design and implement a successful up/cross-sell campaign

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