cimb ci assessment_cts

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CIMB BANK CAMPAIGN MANAGEMENT UPGRADE PROPOSAL

SAS PLATFORM UPGRADE FROM 9.1 TO 9.4 SAS MARKETING AUTOMATION UPGRADE FROM 5.3 TO 6.4


SAS PROPOSAL AGENDA

1. SAS Campaign Management Business Flow in CIMB2. SAS Campaign Management Technical Flow in CIMB3. Current Challenges4. Our Proposal 5. Benefits6. Pricing


SAS PROPOSAL CAMPAIGN MANAGEMENT BUSINESS FLOW

ACQUIRE CUSTOMERS, ACCOUNTS & THEIR TRANSACTION DATA

LOAD ACQUIRED DATA INTO THE DATAMART AS FACTS & DIMENSIONS

POPULATE M&M DATAMART, ACHIEVE SINGLE CUSTOMER VIEW &MAINTAIN CURR & HISTORICAL DATA

TRANSFORM THE DATA ACQUIRED in M&M DATAMART TO DERIVE :-1) CUSTOMER ANALYTICAL RECORDS2) POPULATE CMDM FOR GENERATING CAMPAIGN CONTACT LIST

1) POPULATE CAR SOLUTION MART (ABT) FOR MODEL DEVELOPMENT2) POPULATE CAMPAIGN DATAMART FOR GENERATING TARGETTED CAMPAIGNS

1)CUSTOMER ANALYTICAL RECORDS ARE READY WITH CUSTOMER SEGMENTATION & CUSTOMER USAGE PATTERNS2) VARIOUS MODELS ARE DEVELOPED TO ANALYSE & SCORE THE CUSTOMERS

CAMPAIGN CREATION & MAINTENANCE

TARGET CONTACT LIST GENERATED

TARGET CONTACT LIST PUBLISHED TO CHANNELS

CHANNEL SEND THE CAMPAIGN FEEDBACK TO CI

Products in scope Current Account Over Draft Savings Account GDA Fixed Deposit Loan Foreign Currency Current

Account Foreign Currency Fixed

Deposit Hire Purchase Insurance Credit Card Unit Trust Structured Products ASNB

Customers in scope Prime

SAS DI

SAS DI

SAS DI

SAS DI

SAS Data Mart

SAS E-Miner

SAS CI

SAS CI


SAS® PROPOSAL SAS CAMPAIGN MANAGEMENT TECHNICAL FLOW

TIBS

RCS

eMANAGER

SPS

INS

CMT

ALZ

MMDM

CUSTOMER ANALYTICS (CAR)

CAW

CMDM

SNA FSG

GP6

WATCH LIST

eDealer

PF Application

Swift

CCRIS

BDW

SAS M&M

ETL - WEEKLY

1View

EIS CKMIS

SIBS

CARDLINK BANK

TRADE

CMS

DAILY

MONTHLY


SAS® PROPOSAL AS_IS ETL TECHNICAL FLOW

ETL_1 (A_01 - A_02)Populate Extract Tables ETL_2 (B_01 - B_02)Populate Staging Tables ETL_3 (C_01)Populate MM Data Mart ETL_4 (D_00 -D_01)Populate CAR Staging Tables ETL_5 (E_02)Populate CAR Tables ETL_6 (D_02)Populate CMDM Staging Tables ETL_7 (E_02)Populate CMDM Tables

ETL GROUPING


SAS® PROPOSAL CURRENT ISSUES / CHALLENGESIssue Root-Cause Impact Solution

EG performance is slow

Using EG, various source databases (DB2 /Oracle) are queried & data is merged in EG run-time

If Data does not reside in Datamart in a certain structure, it takes longer duration to prepare Campaign contact list using CI Studio & EG

Bring other data sources into the CMDM datamart via scheduled ETL jobs

Campaigns are not comprehensive Familiarity using CI Studio & Information

Maps leading to manual interferenceInconsistent campaign flow

Modify the Information maps to accommodate additional new campaigns

Training CIMB on CI-Studio

Campaign Process is Manual CI Studio doesn’t pass the target Contact

list to Channels. This is done manually by business users

Additional manual effort to prepare Contact list

Integrate CI Studio to Channels. To automatically send the export file to the channel systems

Batch run takes very long

Resulting from multiple data loads throughout the process

Longer time to prepare Campaign contact list

Relook at ETL Architecture & Optimize ETL from source to target datamart

E-Miner not being used E-Miner Skillset not present at the moment Models cannot be created & maintained

efficiently. The effort to create model is very cumbersome.

Training CIMB on E-MinerMigrate all Base SAS models to E-Miner


BENEFITS OF UPGRADE

Immediate benefits resulting from Upgrade

CIMB On latest version of SAS Platform & SAS Marketing Automation solutionFully automated CampaignsFully automated Data ManagementIntegrated Campaign feedback loop Optimized PerformanceEase of MaintenanceRetrained SAS skills in CIMBSeamless process flow from data acquisition till campaign feedback


SAS® PROPOSAL OUR PROPOSAL

Enhance & Upgrade to MA

6.4

Implement SAS Real-Time Campaign

Management

1

2

Phase 1a) Optimize & Upgrade to SAS 9.4 (Platform) & SAS Marketing Automation 6.4 (Solution)b) Automate ETL, Campaign flow & Reporting

Phase 2a) Implement Event Driven Marketing b) Implement Real-time Campaign management


SAS® PROPOSAL PHASE 1 (ENHANCE & UPGRADE TO SAS MA 6.4)

• Create new ETL jobs• Automate all ETL Jobs• Optimize ETL jobs• Upgrade ETL (DI Studio)

• Create /Customize Information maps

• Build/Optimize campaigns• Upgrade Marketing Automation

solution (MA)

• Assess gap in solution mart & retrofit identified gaps

• Create data structures in CMDM to fit external source data

• Migrate Base SAS Models to new Platform SAS 9.4

• Enhance CAR (ABT) for more variables

• Analyze ABT impact & Retrofit identified gaps

• Visual Analytics Dashboards for Model & Campaign Performance


SAS PROPOSAL PHASE 1 SCOPE

Scope Covers the following:

1. Installation & Set Up for Dev, Test & production Environment for SAS 9.4 Platform & SAS Marketing Automation 6.42. AS-IS Validation and ETL Design optimization3. Requirement analysis for additional manual data sources to be automated & scheduled via ETL jobs. These data

sources are assumed to be within existing MMDM/CMDM and its currently available as SAS Data Sets4. Requirement analysis for customizing SAS CI Studio Metadata / Information Map to accommodate additional data

mentioned in item 35. Integration from SAS Marketing Automation to 1View for publishing the Target contact list & Feedback loop

automation from 1View to SAS Marketing Automation6. Optimize ETL performance and automate the campaign management flow from source data acquisition all the way

to campaign feedback loop closure7. Develop upto 5 VA Data sets for CIMB Campaign Management team in order for them to develop their Campaign

Performance Monitoring & other reports as required. Develop upto 2 – 3 key Dashboard Reports 8. Migrate EG & Base SAS Models to SAS 9.4 Platform9. Testing (SIT, UAT)

1. 1 week SIT 2. 1 month UAT (2 cycles)

10. Deployment and Go-Live11. Knowledge transfer and handover briefing of the applications12. Warranty support of 1 month


SAS® PROPOSAL PHASE 2 (REAL-TIME CAMPAIGN MANAGEMENT & OFFERS)

Real-Time Decision Manager

Events Stream Processing

Visual Analytics


SAS PROPOSAL PHASE 2 SCOPE

Scope Covers the following:

1. Installation & Set Up for Dev, Test & production Environment for RTDM, ESP Studio and ESP Stream viewer2. Requirements and design for 3 RTDM business scenarios & 3 ESP business scenarios

a. RTDM – 3 Business scenarios for 2 Product Lines (Cards & Deposits) a. Up to 15 input variables per business scenario & up to total of 350 rules per business scenario

b. ESP - Build 3 ESP models (1 simple, 1 moderate, 1 complex) & includes batch upload of historical transactional data & look up files

3. Integration to Card link, BDW & Clicks vis ESB / Web services 4. Testing (SIT, UAT)

1. 2 weeks SIT 2. 2 months UAT (4 cycles)

5. Deployment and Go-Live6. Knowledge transfer and handover briefing of the applications7. Warranty support of 2 months


APPENDIX


SAS® PROPOSAL CURRENT DATAMART ERD

78 TABLES

8 MILLON RECORDS

25 CAMPAIGNS

13 MODELS

32 SCD


SAS® PROPOSAL SCOPE OF BATCH FILES INTERFACE FOR UPGRADE

Data Source Description Frequency1 SNA FSG Customer Payroll Transaction Details Monthly

2 GP6 Staff Family related info Daily

3 Watch list Exclusion list of customer within bank who is categorized under Fraud, Interpol, Money Laundering etc;

Daily

4 eDealer Hire Purchase application submission & status Monthly

5 PF Application Personal Finance application submission & status Monthly

6 Swift Remittance transactional data Monthly

7 CCRIS CCRIS data for Mortgage loan and Credit Cards application Monthly

8 BDW RCS, e-Manager, SPS, INS, CMT, ALZ, SIBS, Cardlink , Bank Trade & ATM transactions

Weekly

9 TIBS CIMB Clicks transactions Weekly


SAS® PROPOSALSCOPE OF SAS MODELS TO MIGRATE DURING UPGRADE

Business Unit

Model Objective Build Date

1 GCPF Cash Plus Loan (CPL) Model To improve CPL take-up from CAW base Sep-13

2 GCPF Credit Card (CC) Model To improve CC take-up from CASA base Feb-14

3 SME Remittance Propensity Model Explore new FX remittance user Feb-14

4 WEALTH MGNT Private Wealth UT/ SP Model Identify UT/ SP opportunity form PW base Jun-14

5 GCPF Credit Card Attrition Model To reduce voluntary credit card attrition Sep-14

6 ALL Next Product to Buy Recommend products for all customers Dec-14

7 WEALTH MGNT Sunlink Propensity Improve Sunlink take-up Mar-15

8 WEALTH MGNT Insurance DMTM Identify high propensity insurance customers from CASA base Apr-15

9 DEPOSITS Income Prediction Predict income of Non CAW customers Apr-15

10 DEPOSITS Debit card Activation Model To activate debit card spend Jul-15

11 DEPOSITS Clicks Activation Model To activate Clicks Jul-15

12 GCPF Cashlite Propensity Improve cash lite take-up Aug-15

13 SME Remittance triggers Path to remittance Aug-1550% incre

ase in new

models by 2016

All th

ese models a

re in

Base SAS

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