Development Recommendations for Automation Campaign Management in Commercial Banks

Today, targeted marketing is an important part of commercial banks’ operations both in Russia and abroad. However, despite of multiple examples of targeted marketing automation considered success by financial institutions, many commercial banks discover that introduction of automation makes some processes of targeted marketing campaign more complex and laborious hence entailing additional losses and a gap between expectations from the automation and actual outcome. This challenge arises in connection with automation tools by various vendors, including the market leader, SAS Corporation. The purpose of this research is to improve the process of targeted marketing campaigns in commercial banks by way of elaborating SAS Corporation's recommendations on automation. The following tasks were completed in the course of the research: the process of targeted marketing campaigns automated in accordance with SAS’s recommendations and using its solutions was analyzed and a list of typical challenges arising in connection with the process in commercial banks was drawn; requirements for the subprocess of marketing reporting preparation were identified; recommendations on changing typical architecture of SAS’s solutions for the targeted marketing campaigns were developed which would help commercial banks in preparation of marketing reporting in accordance with the requirements set forth by the modified process; and the recommendations were field-tested in a major Russian commercial bank. The research resulted in development of improved SAS Marketing Automation architecture which allows implementing targeted marketing campaigns in accordance with commercial banks’ requirements. The model-based architecture was deployed in a major Russian commercial bank and helped CRM department of the bank to solve problems of the marketing reporting subprocess, as well as to increase the number and amount of loans issued under the targeted marketing campaigns.