Thanks to SAS Customer Intelligence solutions Banca Etruria is able to identify and improve relationships with its most valued customers and vendors.
The bank applies SAS' powerful predictive analytics to better target its marketing campaigns, increase response rates, and reduce costs.
By better understanding the behavior and needs of its customers Banca Etruria also reduces costs - particularly those associated with production and distribution of product catalogs. The ability to share targets across various campaigns helps avoid duplicate mailings. Matching a customer with groups, or clusters of similar customers, allows the bank to customize offerings, targeting only those customers likely to respond.
"SAS has helped us improve the effectiveness and efficiency of contact with our customers," says Donato Neri, Area Director of Marketing and Products for Banca Etruria. "We know it is effective because the positive results continue to grow; it is efficient because the analysis optimized the number of customers covered by the campaign. Customers want timely answers tailored specifically to them, so it is important for us to customize offers, including pricing, based on the behavior and needs of the individual. Because our relationship with our customers is so important to us, we're planning to develop tools that facilitate the direct dialogue and interaction, from a Web 2.0 point of view."