Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 1 Know Your Customers SAS® Banking Intelligence Solutions Aslam Chaudhry Analytic Solutions Manager SAS R&D SUGI30 April 11, 2005

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 2 A Banker Is Trying to Know Her Customers Customers Historical Data is Locked at Banks

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 3 Agenda Banking Industry Landscape SAS Corporate Strategy Customer Intelligence Components SAS Products for Banking Product Details – Demo Benefits Next Steps

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 4 Banking / Financial Landscape Product Based Line of Business Based Customer Value Based Other

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 5 Banking / Financial Industry Landscape -- Survey

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 6  Competitive Distinction/Dedifferentiation  Resource Optimization  Attention to the Most Valuable Customer Groups  Engage the Most Potentially Valuable Customer or Households for Growth Benefits of Customer Value Management

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 7 Does measuring Customer Value drive success for your company? Customer Value Management---Survey

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 8 The Customer Value Management Use --- Survey

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 9 SAS® Banking Intelligence Solutions

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Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 11 SAS Banking Intelligence Solution --- Customer Intelligence SAS Customer Segmentation for Banking SAS Cross-Sell/Up-Sell for Banking SAS Customer Retention for Banking SAS Marketing Automation for Banking

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 12 Customer Portfolio Value Management SAS® Banking Intelligence Solutions

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Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 15 SAS Banking Intelligence Solution --- Customer Intelligence SAS Customer Segmentation for Banking SAS Cross-Sell/Up-Sell for Banking

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Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 28 SAS Banking Intelligence Solution --- Customer Intelligence SAS Customer Retention for Banking SAS Marketing Automation for Banking

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Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 33 SAS Banking Intelligence Solution --- Customer Intelligence Solution Architecture

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 34 SAS DDS 2.0 Based Data Architecture Legacy Source Systems Deposits Checking Saving CDs Loans Auto Boat RV & others Mortgages Home mortgages commercial Credit Cards Regular Visa Gold Cards Platinum Others Lobs Data Staging Common data extracts from all the systems at a common data collection for further processing ETL Processes Logical & Physical Models Data Dictionary Docs Data Warehouse Development Using SAS Data Infrastructure DDS 2.0 DB2 MS SQL Server Teradata Oracle SAS SPDS Daily, Weekly, Monthly Data Loading Schedules ETL Studio SAS® Banking Intelligence Solutions

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 35 BIS Customer Intelligence Components ETL Studio ETL Flows LSF Scheduler (Jobs) Docs Analytic Mart SPDS Eminer Web Client Cross-Sell/Up-Sell models 4 Retention models Model Development & Scoring Integration with BIS Dynamic Creation of ABTs Retention Web Client Business UI Retention Focused Predictive Modeling Retention Segmentation Using Model Score Cross-sell Web Client Business UI Business Focused Business & predictive modeling SPDS Oracle UDB/DB2 Teradata MS SQL Server Daily, Weekly, Monthly Data Loading Schedules Real-Time Connectivity Batch Scheduling DDS 2.0 / Bank’s Data Warehouse CCMM SPDS Marketing Automation Campaign Web Studio/Campaign Studio Marketing Optimization CCMM: Customer Communications Management Mart Segmentation Web Client Business UI Tree Based Clustering BSB Business Selections Builder SAS® Banking Intelligence Solutions

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 36 SAS Banking Intelligence Solution --- Customer Intelligence Benefits: Evolutionary Migration from Product Based to Customer Valued Based Manage to Retain Your Best Customers Organization Can Measure the Success of the Most Valuable Customers Banking Specific Data Architecture Faster Deployment & Implementation

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 37 SAS Banking Intelligence Solution --- Customer Intelligence Next Steps A new SAS 9 based solution Want to Get More Info: Contact Local Your SAS Sales Team

Copyright © 2003, SAS Institute Inc. All rights reserved. Company confidential - for internal use only 38 SAS Banking Intelligence Solution --- Customer Intelligence Questions?