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Business Analytics in Action at SAS


This session is focusing on three specific functional areas – customer intelligence, financial crimes/fraud and risk management.

  • Customer Intelligence
    The landscape of Customer Intelligence involves the growth of empowered consumers thanks to the proliferation of channels, the explosion of data and the evolving CMO role as they have to balance analytical and creative. SAS’s vision is to deliver an end to end marketing system for the enterprise that supports the CMO, functional marketing teams and the CIO. SAS Customer Intelligence approach includes Integrated Marketing Management, Digital Experience and, of course, High Performance Analytics. One of the key elements of an effective framework is closing the gap between the planning and operations side of marketing with the customer experience side. Integrated Marketing Management in the SAS Customer Intelligence suite is designed to bring all this together by supporting marketing operations, analytics, campaigns and multi-channel delivery.
  • Risk Management
    Risk Management is a core capability for SAS that they have been selling for many years. They have over 100 BASEL and 200 credit risk deployments across 50 countries, for instance. Focus areas include the use of high performance analytics for credit risk modeling, modernization of risk analytics and regulatory capital management. The credit lifecycle goes from origination to monitoring and servicing and then sometimes to collections and charge-off. The end of the lifecycle is very model intensive (though origination, of course, is driven almost ENTIRELY  by models). An efficient model development and deployment process is therefore important and the use of high performance analytics to speed development time can make a real difference. Even more important, I think, is the focus on modernizing the analytic process to integrate reporting, monitoring, model management, data and overall decision-making infrastructure. SAS has also done a lot of work around the kind of regulatory reporting that is necessary.
  • Fraud and financial crimes
    SAS’s financial crimes foundation underlies regulatory compliance, public safety, security and fraud/improper payments. The foundation and enterprise-based approach has helped many banks use a common fraud platform to expand from one kind of fraud to multiple and has also moved from banks out to insurance, healthcare providers and others. Fraud being detected runs to social benefits, health benefits, tax and more. The key elements of SAS approach are a combination of industry specific modules on a integrated platform that supports both transactional and portfolio levels.