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Leto Bank Accelerates Marketing Campaigns with SAS Analytics

January 27, 2014

SAS (News - Alert), a provider of business analytics solutions, announced Leto Bank, a leading financial institution in Russia, selected SAS Marketing Automation and SAS Real-time Decision Manager to integrate risk and CRM analytics to deliver campaigns faster and more efficiently.

Leto Bank selected SAS Real-Time Decision Manager to automate the process of compiling customer lists for pre-approved loans for marketing campaigns. The solution, which combines risk management and analytical CRM  capabilities, allowed the bank to match customers with the perfect marketing campaign.

The development is significant for SAS because Leto Bank is the first financial institution in Russia to combine marketing and risk information in SAS Real-Time Decision Manager to automate the process of compiling customer lists for pre-approved loans for marketing campaigns.

The automated approach not only ensures customers meet the criteria for the pre-approved loan offers, it also helps Leto Bank optimize and accelerate the process of developing and launching target-oriented marketing campaigns by eradicating time-consuming, manual processes, SAS said.

Prior to implementing SAS, it took the bank several days to compile a list for a campaign, and now Leto Bank can segment its customer database and send out the promotion the same day. SAS Marketing Automation is used to execute the outbound marketing  campaigns to the consumer.

“Integrating risk and CRM analytics has helped us make informed decisions about which client groups and subgroups to market specific offers to,” said Olga Stepanova, Leto Bank's chief loan officer. “The number of decisions made has increased, as we can now take into account all the risk assessment algorithms before we make an offer to the client."

“We wanted to respond quickly to changes in the market, modify client evaluation algorithms, and quickly and accurately estimate target segments,” said Pavel Tulubyev, Leto Bank's head of CRM. “Having considered several solutions, we chose SAS because of its expertise in both risk management and CRM, and its top-of-the-line analytical solutions for both.”

SAS Marketing Automation and SAS Real-Time Decision Manager at Leto Bank implementation was carried out by GlowByte, a SAS Russia/Commonwealth of Independent States partner.

In another related development, SAS has been selected by Raiffeisen Bank Belgrade to implement SAS Customer intelligence solution to better target and personalize communications to its customers.

Raiffeisen Bank Belgrade uses SAS Marketing Automation and SAS Digital Marketing to design, create, test, personalize and execute effective marketing campaigns across multiple channels, SAS said. 

Edited by Cassandra Tucker

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