Case Study: Akbank halves marketing costs and accelerates campaign optimization with SAS Marketing Optimization

Optimization delivers more revenue while slashing marketing costs

Akbank, a fast‑growing Turkish bank known for digital innovations, had dramatically increased its customer communications after implementing CRM but faced a new challenge: it knew customers better but needed to find the best channels and offers without over‑messaging or confusing clients. The bank required an integrated optimization solution that could evaluate multiple campaigns and scenarios quickly and provide clear reporting to support new product rollouts.

Akbank deployed SAS Marketing Optimization to target the right customers with the right offers at the right time; the solution halved marketing campaign costs, cut campaign optimization time from about 2.5 days to 2.5 hours, and improved targeting efficiency, contributing to significant revenue gains.

Akbank

Attila Bayrak

Senior Vice President of CRM