China CITIC Bank employs data-oriented strategy to activate dormant card accounts
China CITIC Bank’s credit card activation rates improved 389% since implementing SAS’ marketing campaign, designed to improve credit card management.
Background China CITIC Bank is China’s eighth largest bank in terms of total assets, and ranked 18th in The Asian Banker’s “Top 500 Strongest Banks 2012” for its low non-performing loan ratio and high return on assets (ROA) and return on investment (ROI) ratios. The bank has steadily increa...Categories: Cards, China, Customer Centricity, Data & Analytics, Data Management, FSI Customer Relationship Management , Retail Banking, Technology & Operations
Keywords: China CITIC Bank, SAS, Data Modeling, SAS EM, SAS DM