SAS, RAKBANK extends partnership with adoption of analytics

UAE bank adopts analytics to enhance marketing strategies by launching targeted campaigns

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SAS, RAKBANK extends partnership with adoption of analytics RAKBANK's Geoff Stecyk: "The SAS Analytics tool helps the bank understand and determine client behaviors, which will assist us in making data driven business decisions."
By  Aasha Bodhani Published  June 29, 2016

Analytics solution provider SAS and UAE bank RAKBANK have jointly extended their partnership to include the adoption of SAS Analytics.

By employing SAS Enterprise Miner and SAS Enterprise Guide, RAKBANK will be able to build predictive models in managing its marketing campaigns that enable customers to receive relevant offers at the right time using the right channel.

Based on data mining using SAS Analytics tools, the bank can enhance marketing strategies by launching targeted campaigns instead of mass promotion, SMSs and emails.

Marcel Yammine, general manager, Gulf & Emerging Markets at SAS, said: "SAS is committed to providing cutting-edge technology solutions across the international banking industry and our partnership with RAKBANK facilitates tailor-made solutions to help the bank understand its customers better and increase its business planning capacity.

"The goal is to help RAKBANK enhance the customer experience and lower costs while increasing customer confidence and improving overall performance. Our solutions will also enable RAKBANK to deliver customised offers in real-time leading to maximising customer experience."

Geoff Stecyk, chief operating officer at RAKBANK, added: "Having had successful results previously with the launch of the SAS AML solutions, we look forward to working with SAS once more as this renewed partnership is in line with our commitment to adopting effective and reliable solutions where the bottom line is enhancing customer satisfaction.

"The SAS Analytics tool helps the Bank understand and determine client behaviors, which will assist us in making data driven business decisions and gaining analytics-based insight to accurately target the right customers and marketing campaigns, allowing us to optimse our marketing and sales revenues."

The two companies previously collaborated in 2015 after the bank implemented SAS' anti-money laundering solution.

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