SAS^® Marketing Automation for Banking

The banking industry grows more competitive all the time, and volatile markets have eroded consumer confidence and loyalty, putting a premium on superior service and strong incentives. To succeed, banks must improve their ability to retain customers and find new ways to maximize customer profitability over the life of each customer relationship.

To accomplish these objectives, marketers require more precise segmentation and more frequent and sophisticated communications than ever before – communications that involve multiple stages and span multiple channels, from statement inserts and messaging to radio and television, telemarketing, e-mail and the Web.

Given so many obstacles and such high stakes, how can you improve the efficiency of your marketing efforts and ensure that the right offer is reaching the right person at the right time?

By fully integrating SAS' powerful customer analytics with industry-leading campaign management technology, SAS Marketing Automation for Banking enables you to gain a complete picture of your customers, automate complex marketing campaigns and increase both their efficiency and profitability.

Key features include:

• Integration between prebuilt banking analytical models and campaign management processes.
• Prebuilt suggested campaigns that can be implemented as templates.
• In-depth campaign management functions that enable you to optimize campaigns and channels by automatically tracking each campaign element.
• Integrated prioritization and scheduling for complex, multichannel, multistage campaigns.
• Efficient selection, screening and filtering of internal and purchased contact lists to produce clean, non-duplicated target lists, without reliance on the IT group.
• Coordination and optimization of outbound and inbound communications over multiple channels for hundreds of thousands or hundreds of millions of customers.
• The ability to create, deliver and track high-volume, opt-in, personalized e-mail marketing campaigns.
• Dynamic response handling to automatically update customer contact history, response tracking and analytical processes.
• Tracking of "hard" responses (purchase decisions) and "soft" responses (subtle changes or trends in user behavior), recorded through conventional channels or e-media.
• Automatic updates to the central customer data store of customer contact history, response history and analytical results.

Comprehensive banking intelligence
SAS Marketing Automation for Banking is available as a component of SAS Banking Intelligence Solutions, a suite of software and services that combines award-winning analytic, data warehousing and campaign management technology with decades of industry experience. Through proven, prebuilt processes, techniques and models, SAS Banking Intelligence Solutions speed up both implementation and results – yielding significant returns within months, not years.