Case Study: Česká spořitelna achieves 38% increase in campaign profitability and 20% time savings with SAS Marketing Automation

Česká spořitelna sees 20% time savings, 38% increase in campaign profitability

Česká spořitelna (ČS), the largest bank in the Czech Republic with 5.3 million clients and part of the ERSTE Group, needed to reduce wasted spend on broad TV and print advertising and improve marketing effectiveness through a comprehensive CRM and direct marketing approach. The challenge was to boost response rates and reduce costs while adding scalable, measurable below‑the‑line campaigns to an already complex marketing process.

Working with Capgemini, ČS implemented SAS Marketing Automation and SAS Marketing Optimization and built a CRM‑focused data warehouse. A new team of campaign managers now runs end‑to‑end, point‑and‑click campaigns while a dedicated data‑mining team builds predictive models—delivering a 38% increase in profitable campaigns and roughly 20% time savings through automation and better targeting.

Ceska Sporitelna

Václav Hrubý

Head of the Campaign Management Team