The Czech Republic bank, Česká spořitelna, has selected SAS Marketing Optimisation to try and increase the competitive advantage already gained using campaign-management tools from SAS, the leader in business analytics software and services.

Previous success with SAS Marketing Automation - a 38% increase in profitable campaigns and 20% time savings - led Česká spořitelna to choose SAS Marketing Optimisation to try and optimise 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% to 50% the first year using SAS Marketing Optimisation.

"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," explains Michal Seifert, head of direct marketing at Česká spořitelna. "Of course, this is a more difficult and demanding concept from the technical process and organisational point of view. However, I am very confident that we can do this with SAS Marketing Optimisation."

SAS Marketing Optimisation helps increase marketing campaign ROI by determining 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 Česká spořitelna in the initial project management and integration of SAS Marketing Automation within the bank's complex infrastructure. Building on their relationship with Česká spořitelna in the CRM space, Capgemini helped define campaign management and governance processes for future software selection and implementation.