Copyright © 2000 , SAS Institute Inc. All rights reserved.

SAS Enterprise Miner for Analytical CRM

SAS Institute Ltd

15 February 2001

The world’s largest privately held software company

Meeting the needs of decision makers in business, government and beyond

Delivering The Power to Know for 24 years

Who we Are

0

200

400

600

800

1000

1200

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999

Worldwide Customer Base

796 Banking 292 Telecommunications 898 Insurance1142 Services361 Retail187 Transportation160 Publishing/Media

1575 Manufacturing1013 Pharma/Chemical163 Oil and Gas

2100 Public/Government1392 Universities

98%Fortune 10090%Global 50098%Customer Retention67%Customers Extend Investment Yearly

SAS in Hong Kong

Banking/Insurance

American Express

AXA Insurance

Bank of China

BPI

Citibank

Dao Heng Bank Group

Hang Seng Bank

HSBC

HK Mortgage Corp.

ING Baring

Standard Chartered Bank

Chase Manhattan Bank

Government

Census & Statistics

Department of Health

Education Department

HK Housing Authority

HK TDC

Hospital Authority

ITSD

Planning Department

Rating & Valuation Dept.

Security Bureau

Social Welfare Dept.

Transport Dept.

Communications

Cable & Wireless HKT

Cathay Pacific Airways

Federal Express

HK Air Cargo Terminal

HK Telecom CSL

MTRC

OOCL

SmarTone Mobile

Wharf Cable

Others

ACNielsen Ltd.

Asia Television

Caltex Oil

China Light & Power

Coca Cola China Ltd.

HK Electric Co. Ltd.

IBM China/HK

Park N’ Shop

Reader’s Digest

Television Broadcast Ltd.

Why SAS?

There are four components to the system we put in place – data management, statistical analysis, reporting and information delivery. Other vendors can provide one or two of these but SAS can provide all four, with powerful integration between each step.

Kelvin Poon, Statistician, Hospital Authority

Whether it’s credit scoring in Singapore, customer retention in Hong Kong or acquisition modeling in India, SAS helps us get the answers

Jim Thomason, Senior Information Systems Manager, Standard Chartered

With SAS Institute’s reporting and data mining software, we can improve our understanding of customers and deliver tailored solutions to them.

Y.B. Yeung, Head of IT, HSBC

The power to know your customers.Increase your revenues: Compile your customers’ entire buying history –

Web, catalog, storefront – everything. Identify your most profitable customers. Predict future buying behaviors. Target your marketing dollars where the payoff is

greatest.

ââ

SASSAS Enterprise Miner

SAS Enterprise Miner references

Banking & Financial ServicesAXA Financial, Bank of America, Wells Fargo (USA), First Union (USA), Generale de Banque (Belgium), Deutsche Bank (Germany), Old Mutual (South Africa), Caja de Ahorros de Asturias (Spain), Hang Seng Bank (Hong Kong), Hongkong and Shanghai Banking Corporation, NG Bank (Netherlands), Banque Sofinco (France), Banco Comercial Portugues, Nordbanken (Sweden), Standard Chartered (Singapore), MBNA Direct Limited (UK), Credito Italiano (Italy), Cariplo (Italy), Mapfre (Spain), Reale Mutua (Italy)

TelecommunicationsBelgacom (Belgium), Proximus (Belgium), British Telecom (UK), Telenor Media (Norway), Telia Mobitel (Sweden), Tele Danmark, France Telecom, T-Mobil (Germany), US West (USA), AT&T (USA), MT&T (USA), Hutchison Telecom (Hong Kong), PCCW HKT (Hong Kong), SKTelecom (Korea), Malaysia Telecom, Maxis (Malaysia), Orange (Australia), SmarTone (Hong Kong), Telstra (Australia)

OtherAmazon.com (USA), Outpost.com (USA), British Airways (UK), Cathay Pacific Airways (Hong Kong), Marks & Spencer (UK), Cecile (Japan), Eddie Bauer (USA), UCB Pharma (USA), Shanghai Baosteel (PRC)

1   SAS2       NCR3       Oracle Corporation4       Computer Associates5       Cognos Corporation6       MicroStrategy Incorporated7       Microsoft Corporation8       IBM9       Informix Business Solutions10      Hyperion11      SAP America12      SPSS Inc.

Top Vendors as Selected by theReaders of DM Review

Data Warehousing/Business Intelligence Products

Business Objective:

Direct marketing department of a retail products company wants to increase catalog sales revenue.

They want to target only current customers likely to make a catalog purchase.

An Example

Input Variables

Category Variables Description

Demographic AGE

INCOME

MARRIED

SEX

C0A6

OWNHOME

Age in years

Yearly income in thousands

1 if married, 0 otherwise

F or M

1 if change of address in last 6 months,

0 otherwise

1 if own home, 0 otherwise

Geographic LOC Location of residence, A-H

Monetary VALUE24 Total value of purchases in past 24 months

Input Variables

Category Variables Description

Recency/

Frequency

BUY6

BUY12

BUY18

Number of purchases in last 6 months

Number of purchases in last 12 months

Number of purchases in last 18 months

Purchase History

DISCBUY

RETURN24

1 if discount buyer, 0 otherwise

1 if product return in past 24 months,

0 otherwise

Response RESPOND 1 if responder to test mailing,

0 otherwise

Propensity To Buy

Customer Id Score

Cust_id_01 0.72

Cust_id_02 0.23

Cust_id_03 0.91

Cust_id_04 0.80

Cust_id_05 0.45

Cust_id_06 0.28

: :

: :

Customer Id Score

Cust_id_03 0.91

Cust_id_04 0.80

Cust_id_01 0.72

Cust_id_05 0.45

Cust_id_06 0.28

Cust_id_02 0.23

: :

: :

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