Czech Bank Selects SAS Analytics for Marketing Campaigns

Ceska Sporitelna expects up to 50 percent increase in campaign income within first year.

The Czech Republic's largest bank, Ceska Spoitelna, has selected SAS Marketing Optimization to improve its marketing campaigns.

Previous success with SAS Marketing Automation — a 38 percent increase in profitable campaigns and 20 percent time savings — led Ceska Sporitelna 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," explained Michal Seifert, head of direct marketing at Ceska Sporitelna, in a statement. "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 helps determine the best offers for individual customers and uses analytics to evaluate the implications of business constraints, such as channel capacity and contact policies.

SAS partner Capgemini worked closely with SAS and Ceska Sporitelna in the initial project management and integration of SAS Marketing Automation within the bank's complex infrastructure.