Czech bank Česká spořitelna Implements SAS® Marketing Optimization to Boost Campaign Income

Česká spořitelna Expects up to 50 Percent Increase in Campaign Income within
First Year
CARY, N.C.--(Business Wire)--
The Czech Republic`s largest bank, Česká spořitelna, has selected SAS Marketing
Optimization to 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 percent increase in
profitable campaigns and 20 percent time savings - led Česká spořitelna to
choose SAS Marketing Optimization to optimize 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
percent to 50 percent the first year using SAS Marketing Optimization.

"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
organizational point of view. However, I am very confident that we can do this
with SAS Marketing Optimization."

SAS Marketing Optimization allows companies like Česká spořitelna to maximize
economic outcomes by making the most of each individual customer communication.
The solution 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.

"By effectively targeting customers, businesses raise response rates, improve
channel effectiveness and reduce spending," said Larry Mosiman, SAS Product
Marketing Manager for Customer Intelligence. "SAS Marketing Optimization enables
businesses to plan, prioritize and optimize communications to maximize profits."

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 long-term relationship with
Česká spořitelna in the CRM space, Capgemini helped define campaign management
and governance processes essential for future software selection and
implementation.

"Capgemini helped Česká spořitelna overcome implementation challenges and begin
profiting from work automation processes," said Ondřej Králík, Head of
Technology Services at Capgemini. "As a result, the marketing campaigns run by
Česká spořitelna are more effective."

Customer-level attributes, such as consumer credit scores or recent purchase
amounts. Desired minimum or maximum cell sizes for any campaign, offer or
combination of offers. Resource consumption at the offer level. Nearly any
custom customer-level criteria, such as "total revenues greater than or equal to
$25 million" or "average portfolio risk score greater than or equal to 680."

About SAS

SAS is the leader in business analytics software and services, and the largest
independent vendor in the business intelligence market. Through innovative
solutions delivered within an integrated framework, SAS helps customers at more
than 45,000 sites improve performance and deliver value by making better
decisions faster. Since 1976 SAS has been giving customers around the world THE
POWER TO KNOW®. SAS and all other SAS Institute Inc. product or service names
are registered trademarks or trademarks of SAS Institute Inc. in the USA and
other countries. indicates USA registration. Other brand and product names are
trademarks of their respective companies.Copyright © 2010 SAS Institute Inc. All
rights reserved.

SAS
Shannon Heath, 919-531-2676
Shannon.Heath@sas.com
or
Petra Lavickova, +420 261 176 3-10
petra.lavickova@cze.sas.com
Visit the SAS Press Center
www.sas.com/presscenter

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