400-6220-270 marketing@datacvg.com 中文版

SDP sucessful case study

Home / Project
Client
Shanghai Pudong Development Bank Corp Ltd
Project Cycle
6 Months
Project involves products
  • Statistical analysis tool: SAS
  • BI analytical tool: Oracle BIFE
  • Information display platform: DataCVG Smart Decision Platform


Shanghai Pudong Development Bank Corp ltd (shortened as SDP) was approved by China People’s bank and established on 9th January 1993, and was listed on the Shanghai securities exchange market (stock code: 600000) in 1999, it’s a shareholding limited commercial bank and headquartered in Shanghai.

With “Strong integrity, Pursue excellence”built in its management DNA, SDP proactively explore financial innovation, constantly expand its financial assets and grow its operational muscles. Up until end of 2010, the bank reached 2.16 trillion RMB total asset, net loan 1.146 trillion RMB, net cash saving 1.64 trillion RMB, achieved net profit of 19.07 billion. SDP will constantly advance its financial innovation, strive to become a leading edge modern financial service company with core competitive advantage. For many years,  SDP has been honored by Asia’s week magazine as top 100 stock market listed companies in China since it was listed on the stock market. 



 

Business Requirements

As SDP’s personal client relationship management system has been put into operation as well as the sales and promotional system started to mature, many divisions in SDP’s head quarter, along with various bank branches have higher demand in precise data analysis and decision making function, based on their mission of “centered around customers, explore customer needs, filter customers with profiles, implement precise sales of service”
According to the development strategy of overall bank’s personal banking business, and in light of improving management level of SDP’s personal banking, to provide each branch, each personal banking division, marketing division, management division with better, faster, more efficient data insight, to greatly improve business decision making process, optimize ROI of sales and marketing activities, increase the support power of data marketing, they come up with requirements of constructing personal banking data analysis application, to provide personal banking management team, personal banking product manager, personal banking marketing manager with visible, straightforward self-servicing analytical applications that can explore customer data and form patterns and profiles for business and clients. 


-To provide analytical tools for decision making for personal client banking operation and precise marketing and sales
-To increase customer business volume, increase customer value, avoid customer switching to competition
-To transform analytical data into target customers for sales and marketing activities, in order to allocate to each channel for carrying out sales and marketing activities
-To fulfill functional positioning and integration of analytical platform with each application in sales circle
-To construct analytical market, data exploration system and platform
-Authentication of visible analytical reporting
-Authentication for technical structure of latest version of ACRM projects



解决方案概述

做为全面完整的数据分析应用整体方案,应提供包括前端展现、数据挖掘、数据集市、数据整合、用户权限管理的整体解决方案:

♦ 全面的商务智能展现平台
♦ 即席查询(Ad-hoc Query)
♦ 多维分析
♦ 管理仪表盘
♦ 先进的数据挖掘分析平台
♦ 模型的部署、管理和监控
♦ 挖掘模型的集中安全的信息存储库
♦ 模型上线前的模型评分验证逻辑
♦ 模型测试和投产阶段的性能监控和报告
♦ 用于项目管理协作的模型生命周期模板
♦ 企业用户统一认证和权限管理
♦ 数据整合平台及数据集市
♦ 客户分析挖掘建模数据:用于分析客户的行为属性,如客户行为细分、流失倾向、交叉销售/提升销售的购买倾向、活动响应预测,渠道偏好等
♦ 事件营销数据:主要用于管理事件营销机会,支撑事件营销活动
♦ 客户全景视图:通常包含数百个信息字段,方便目标客群筛选等
♦ 活动反馈信息
♦ 营销绩效报表数据:支持不同管理层级的营销管理报表分析展现,以及从各维度分析营销活动效果、渠道表现以及ROI效果等

 

System Structure

spd1 (1)


Achieved results of Project

Based on overall bank’s personal banking business division’s development strategy, DataCVG has helped SDP to achieve improving personal banking clients’ management level, to provide each branch, each personal banking division, marketing division, management division with better, faster, more efficient data insight, to greatly improve business decision making process, optimize ROI of sales and marketing activities, increase the support power of data marketing, to help constructing personal banking data analysis application, to provide personal banking management team, personal banking product manager, personal banking marketing manager with visible, straightforward self-servicing analytical applications that can explore customer data and form patterns and profiles for business and clients.

Related