With SAS®, ING Direct better targets its customers

CARY, NC  (07. Nov. 2011)  – ING Direct, part of one of the world's largest global banks, chose SAS Business Intelligence, from the leader in business analytics software and services, to better analyze customers’ buying behavior.   

"Having a sketch of a customer's behavior is not enough anymore," explained Giovanni Ciarlariello, Vice President of Sales and Products at ING Direct Italy. "SAS data mining helps us to analyze other necessary elements to understand trends and better target our marketing actions. For example, we have enhanced our outreach to the customer through better timing." 

Italy is a not a strong user of Internet banking, with only a reach of 13 percent as compared to the European average of 26 percent. ING Direct is accelerating growth of its online channel by developing customized services addressing the needs of even the smallest money savers.

ING DIRECT

ING Direct is part of ING Group, one of the world's largest global banks, and functions through Internet and telephone. In Italy since April 2001, the bank has established itself as a market leader for savings and account deposits. In 2004, ING Direct joined the mortgage market with the family of products "Conto Arancio" and with investment products in 2005. The bank launched "Conto Corrente Arancio" in October 2008 and "Trading Online" in April 2009. In a very brief time, the bank acquired many Italian investments and now has 1,266,000 customers, a business volume of more than 22 billion euros and 700 employees.

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