OREANDA-NEWS. December 28, 2011. Having introduced the SAS Marketing Automation solution the Bank of Moscow has a tool to work with its client data base that includes more than 9 million people. The introduction of the analytical CRM innovation process and ear-marked marketing campaign automated management will provide an opportunity of personal communication with clients with the aim of offering the Bank’s products and services.

"Our aim is to provide each client with a full set of updated bank products and services with the use of the latest achievements and innovations in the sphere of financial processes. Offering ear-marked solutions and introducing advanced processes the Bank displays a flexible approach to clients’ needs and warrants a high quality of services", says Oksana Smirnova-Krell, Vice-President of the Bank of Moscow. "To reach such a level of services the Bank’s management has made a decision to introduce within a short time an ear-marked marketing system and we count on this system to let us sell up to 40% of retail products".

"The SAS Marketing Automation has been chosen as an automated ear-marked marketing system because this solution perfectly meets the Bank’s requirements and has been successfully used by a number of Russian and many foreign banks", says Anna Akparova, Deputy Director of the Project Management Centre of the Bank of Moscow.

In the course of implementation of the project the Bank integrated the SAS Marketing Automation solutions with telemarketing and sms channels. A new method of appraising the efficiency of marketing campaigns has also been developed.

"The ear-marked marketing processes that are viewed today as a stepping stone of banks" retail business in many countries of the world has now become really demanded in Russia," says Juliy Goldberg, Director for work with financial sector of SAS Russia/CIS. "We really appreciate the Bank’s of Moscow drive for results and creation of a project team thanks to which the project has been successfully implemented within the planned period of time".

For information:

SAS — the world’s biggest private IT company that specialises in the development and sales of solutions and services in the sphere of business analysis. The company was organised in 1976 and now 11.8 thousand employees work at its 400 offices all over the world. The company annually reinvests about 25% of its income in R&D. The annual income of SAS is continually growing over 35 years and in 2010 it amounted to USD 2.43 billion. Over 50 thousand organisations in 126 countries of the world are the clients of SAS. Among them 93 companies of the leading hundred included in 2010 in the FORTUNE Global 500® list.

SAS has been working in Russia and the CIS countries since 1996. SAS offers its clients a full range of solutions and services in the sphere of business analysis: consulting, commissioning, training and technical support.

SAS’ clients in Russia and the CIS countries are the Russian Railways, МТS, Megaphone, MGTS, the Savings Bank of Russia, VTB Group, Gazprombank, Alpha Bank, UniCredit Bank, Raiffeizenbank, Citibank, GE ConsumerFinance, Bank Vozrozhdenie, Tinkoff Credit Systems Bank, Raiffeizenbank Aval, Privatbank, Ukrsibbank, Forum Bank, Creditprombank, Kazakhtelecom, the Tax Committee of the Republic of Kazakhstan, NP the Market Council and other companies.

SAS® Marketing Automation — an integrated solution for automation, development, planning and conducting marketing campaigns on the basis of an insight analysis of the client’s data, integration and statistical processing of business information. It helps the users to quickly plan and control marketing campaigns of various sizes, from simple ad sending to multiple step and multiple channel campaigns aimed at forming individual offers for hundreds of thousands of clients. The users are able to determine the ear-marked segments, priority rules for selecting the target audience, choose the communication channels, plan and implement campaigns and conduct an insight analysis with the aim of forecasting and appraising success in their contacts with clients.