In the competitive world of banking, the winners are those that play on
the cutting edge. That's how Minneapolis-based US Bancorp rose to become
the nation's sixth-largest financial-services holding company.
"Long before CRM was a popular acronym, we were using behavioral
insights and predictive analytics to drive relationship strategies that
created real value for our customers and for the bank," Richard Martino,
US Bank's senior vice president of market information and research,
says of customer relationship management.
With more than 13 million consumer banking customers and 1 million business customers – not to mention more than 10,000 database variables and up to 16 million transactions a day – US Bank needed to mine customer data efficiently and then deliver insights regularly across a variety of segments. To ensure success in those efforts, US Bank chose SAS Customer Intelligence.
Users at all experience levels have transparent access to their SAS CRM solutions. "SAS®9 integrates the technology across all these applications," explains Gerry Gaerlan, US Bank's marketing analytics manager. "It works for my most senior power user and my most junior newbie. Regardless of your experience, you can work with the application."
What benefits has US Bank seen?
"The investment we're making in expanding our customer insight platform will have a significant payback over the next five years," Martino says. "And the return to our shareholders will be impressive because the investment is very reasonable for an institution of our size and complexity."
Such is the power of a reliable database, says Jill Enabnit, US Bank's database marketing manager. "We have data coming in from so many different sources – whether from the account level to household information. We've worked hard to have a centralized data mart that allows us to have a holistic view of the customer," she says. "So, using SAS, we're able to go through, process and gain intelligence from those 16 million transactions that occur each day."
Making better, faster decisions gives US Bank the edge to compete among the nation's largest banks. A bright and hard-working staff and great working relationships with channel managers get the credit for the bank's successes. Using SAS as an integral part of turning huge stores of data into intelligence just made it easier.
"SAS has been a great partner in helping us achieve our goals," Martino says. "But there's a big difference between putting software into production and being productive. And SAS is helping ensure that we achieve productivity."
"Long before CRM was a popular acronym, we were using behavioral
insights and predictive analytics to drive relationship strategies that
created real value for our customers and for the bank," Richard Martino,
US Bank's senior vice president of market information and research,
says of customer relationship management.With more than 13 million consumer banking customers and 1 million business customers – not to mention more than 10,000 database variables and up to 16 million transactions a day – US Bank needed to mine customer data efficiently and then deliver insights regularly across a variety of segments. To ensure success in those efforts, US Bank chose SAS Customer Intelligence.
Users at all experience levels have transparent access to their SAS CRM solutions. "SAS®9 integrates the technology across all these applications," explains Gerry Gaerlan, US Bank's marketing analytics manager. "It works for my most senior power user and my most junior newbie. Regardless of your experience, you can work with the application."
What benefits has US Bank seen?"The investment we're making in expanding our customer insight platform will have a significant payback over the next five years," Martino says. "And the return to our shareholders will be impressive because the investment is very reasonable for an institution of our size and complexity."
Such is the power of a reliable database, says Jill Enabnit, US Bank's database marketing manager. "We have data coming in from so many different sources – whether from the account level to household information. We've worked hard to have a centralized data mart that allows us to have a holistic view of the customer," she says. "So, using SAS, we're able to go through, process and gain intelligence from those 16 million transactions that occur each day."
Making better, faster decisions gives US Bank the edge to compete among the nation's largest banks. A bright and hard-working staff and great working relationships with channel managers get the credit for the bank's successes. Using SAS as an integral part of turning huge stores of data into intelligence just made it easier.
"SAS has been a great partner in helping us achieve our goals," Martino says. "But there's a big difference between putting software into production and being productive. And SAS is helping ensure that we achieve productivity."
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