Czech bank Česká spořitelna implements SAS® Marketing Optimization to boost campaign income
Česká spořitelna expects up to 50 percent increase in campaign income within first year
CARY, NC (Apr. 06, 2010) – The Czech Republic’s largest bank, Česká spořitelna, has selected SAS® Marketing Optimization to increase the competitive advantage already gained using campaign-management tools from SAS, the leader in business analytics software and services.
Previous success with SAS Marketing Automation – a 38 percent increase in profitable campaigns and 20 percent time savings – led Česká spořitelna to choose SAS Marketing Optimization to optimize existing marketing campaigns and increase income while maintaining current numbers of both solicited clients and executed campaigns. The bank anticipates an increase in campaign income of 15 percent to 50 percent the first year using SAS Marketing Optimization.
“We will now be able to carefully calculate and pick the right treatment for each customer. We are finally making a true turnaround from the disparate efforts to manage target groups (selecting clients good for a particular product offer) to instead selecting treatments for a given individual client,” explains Michal Seifert, Head of Direct Marketing at Česká spořitelna. “Of course, this is a more difficult and demanding concept from the technical process and organizational point of view. However, I am very confident that we can do this with SAS Marketing Optimization.”
SAS Marketing Optimization allows companies like Česká spořitelna to maximize economic outcomes by making the most of each individual customer communication. The solution helps increase marketing campaign ROI by determining the best offers for individual customers and uses analytics to evaluate the implications of business constraints, such as channel capacity and contact policies.
“By effectively targeting customers, businesses raise response rates, improve channel effectiveness and reduce spending,” said Larry Mosiman, SAS Product Marketing Manager for Customer Intelligence. “SAS Marketing Optimization enables businesses to plan, prioritize and optimize communications to maximize profits.”
SAS partner Capgemini worked closely with SAS and Česká spořitelna in the initial project management and integration of SAS Marketing Automation within the bank’s complex infrastructure. Building on their long-term relationship with Česká spořitelna in the CRM space, Capgemini helped define campaign management and governance processes essential for future software selection and implementation.
“Capgemini helped Česká spořitelna overcome implementation challenges and begin profiting from work automation processes,” said Ondřej Králík, Head of Technology Services at Capgemini. “As a result, the marketing campaigns run by Česká spořitelna are more effective.”
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 45,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world
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