Case Study: Tatra Banka achieves 30% reduction in credit-card attrition with SAS Enterprise Miner

Tatra Bank used more targeted sales campaigns to reach customers and save accounts

Tatra banka, Slovakia’s first private bank and a market leader with about 40% credit card share, faced slow growth and double‑digit card attrition during the global economic crisis as customers reduced or cancelled cards. The bank set a goal to cut attrition by 30% and turned to predictive analytics to identify which customers to retain and how best to approach them.

Using SAS Enterprise Miner and improved data consolidation, Tatra banka built in‑house predictive models and segmented cardholders by usage patterns to target retention and cross‑sell campaigns. The analytics allowed faster model creation, reduced outreach waste, and delivered offers that were accepted at two to three times the rate of randomly selected customers; the bank nearly achieved its 30% attrition reduction target and improved cross‑sell efficiency and customer communication.

Tatra Banka

Marian Babic

Head of the Campaign Management Department