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Kaspi Bank uses SAS Campaign Management to offer personalized customer management

Blending SAS Customer Intelligence and SAS Credit Scoring helps Kaspi Bank better target its marketing campaigns

13 September 2011 - Kaspi Bank, the largest retail bank in Kazakhstan and ranked in the Top 1000 world banks as measured by The Banker, is using SAS Campaign Management, combined with SAS Credit Scoring, to bring personalized service to its retail customers. Now the bank is able to provide customers, via multiple integrated channels that include SMS and e-mail, personalized offers to fit their needs in a timeframe most likely to result in a sale. Using SAS, Kaspi is also able to evaluate credit-worthiness and offer a product best suited to the customer that minimizes the bank's exposure to excess risk. The project was led by Glowbyte Consulting, a Silver partner of SAS. 

Kaspi Bank built a powerful data mart that enables its marketers, without the help of IT, to determine the target audience for campaigns and to select the right offer for each customer with the appropriate parameters (such as time and rate limits). The time from the inception of a campaign to launch was reduced ten-fold.    

"Before SAS the process of launching a marketing campaign used to involve more than ten people including analysts, developers and testers,” said Dana Sarsenbayev, Head of Direct Sales to Retail at Kaspi Bank. “Since the introduction of SAS Campaign Management, the whole process can be executed by one person in just 3 or 4 days.”   

"As a result of implementing SAS Marketing Automation we have a really powerful and convenient solution to help us create multi-step campaigns,” said Mumuka Kirvalidze, Kaspi Bank Board Member.    

"The solution allows us to not only analyze customer data, segment them and determine the most suitable products for them,” added Kirvalidze. “It allows us to quickly deliver the personalised offers to each customer in a way that is most convenient for the customer." 

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