Growing bank trusts SAS® for business intelligence
SunTrust Banks makes more effective use of customer, product information
As one of the nation's largest commercial banking organizations, Atlanta-based SunTrust Banks Inc., has enjoyed three decades of growth in operating earnings. And SAS is helping the bank continue that trend by providing it with the capability for deepening its relationships with existing customers and by strengthening internal communications as well.
The bank's marketing systems group uses SAS to analyze account and transactional data to create Web-enabled reports that give more than 5,000 SunTrust employees the information they need to identify customers for direct marketing campaigns, to cross-sell and up-sell products and to fine-tune marketing messages for new products.
Decision makers at SunTrust branches throughout the eastern United States access online marketing reports generated by SAS to better understand customer needs. Advanced search tools and qualified lead lists, for example, provide sales managers with customer and household data, next-product-to-buy models and information about maturing CDs, helping them target sales and marketing campaigns and propose reinvestment strategies to the right customers.
Another transaction-based marketing tool notifies branch employees of any unusual account activity. With this information, sales managers can determine when individual customers may be ready to upgrade to new products or services.
In fact, SunTrust marketing analysts rely on SAS to extract and transform more than 12 million pieces of account and transactional data. The resulting SAS data sets, created specifically for marketing analysis, contain over 16 million records, which are used to produce more than 23,000 reports every week, including line-of-business reports, lead generation lists, direct mailing lists, executive reports and campaign activity reports.
It's a giant truckload sale ... at a bank
As the campaign progressed, bank employees checked weekly activity reports on the company intranet. Produced with SAS, these reports showed detailed campaign data for each branch location and each group of products.
"The truckload sale was a huge promotion for us," says Bob May, Marketing Systems Manager. "Our SAS activity reports clearly conveyed the progress of that sale and served as the key resource for people to discover whether or not we were obtaining our goal." In fact, the SAS reports were used to understand and quantify the impact of the different advertising used in each market.
Decision-making power online
"Our OLAP reporting is part of a drive within SunTrust Banks to provide information in a more timely manner," says May. "SAS provides business users with the flexibility to form their customized views of a cube on the fly and to save the different views for future use." According to May, users requests for complex reports used to go through a prioritization process and could take as long as two months to complete. "With OLAP, we are able to build the reports at once, and users can define their own dimensions and subsets," he says.
In fact, May says the best thing about SAS is its ease of use. "As long as you know how to use a browser, you can click your way through to the reports. The data is available to you in a point-and-click environment where you're able to get to a lot of different reports and re-order the data in the way you need it. The only training involved is how to use the data, not how to get to the data."
The future with SAS®
"We get tremendous performance out of our SAS applications, and we're able to satisfy thousands of users with many diverse needs," says May. "SAS will play a large part in our plans as we see those user needs evolve and as we continue to develop our CRM strategy."
The results illustrated in this article are specific to the particular situations, business models, data input, and computing environments described herein. Each SAS customer’s experience is unique based on business and technical variables and all statements must be considered non-typical. Actual savings, results, and performance characteristics will vary depending on individual customer configurations and conditions. SAS does not guarantee or represent that every customer will achieve similar results. The only warranties for SAS products and services are those that are set forth in the express warranty statements in the written agreement for such products and services. Nothing herein should be construed as constituting an additional warranty. Customers have shared their successes with SAS as part of an agreed-upon contractual exchange or project success summarization following a successful implementation of SAS software. Brand and product names are trademarks of their respective companies.
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Marketing Systems Manager
Increase sales and improve customer relationships by delivering current marketing information to 5,000 business users
With SAS Business Intelligence solutions, SunTrust marketing managers can deepen customer relationships and better understand the impact of each new promotion
Reports that once took two months to produce are now produced on the spot, enabling faster, smarter business decisions
“ We get tremendous performance out of our SAS applications, and we're able to satisfy thousands of users with many diverse needs. SAS will play a large part in our plans as we see those user needs evolve and as we continue to develop our CRM strategy. ”
Marketing Systems Manager