Case Study: UniCredit Bank Serbia achieves 53% more product sales with SAS Campaign Management and SAS Enterprise Miner

UniCredit Bank Serbia uses SAS® Campaign Management and SAS® Enterprise Miner™ to boost revenue and volume

UniCredit Bank Serbia moved away from a one-size-fits-all, reactive marketing approach and faced the challenge of consolidating eight disparate sales channels (branch, contact center, ATM, SMS, email, e-bank, mobile banking and direct marketing) to become truly customer-centric. Prior to analytics, campaign selections were eligibility-based, contact policy was weak, and the bank struggled to boost cross-selling and channel adoption.

By deploying SAS Campaign Management and SAS Enterprise Miner to create a unified customer view and eight predictive models, the bank implemented a test-and-learn program with control groups and quickly scaled personalized campaigns. In one year it ran 125+ campaigns (campaigns up 65%), increased client contacts 71%, sold 53% more products, raised total assets 46%, achieved 12% campaign conversion rates, and attributed 30% of product sales to the new analytics-driven campaigns.

UniCredit Bank Serbia

Bojan Dimić

Head of Customer Relationship Management