SAS, a global leader in analytics, and RakBank, one of the UAE’s leading banks, have expanded their strategic 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 allow customers to receive relevant offers at the right time using the right channel, said a statement from the company.

Based on accurate data mining using SAS Analytics tools, the bank can enhance marketing strategies by launching targeted campaigns instead of mass promotion, SMS and emails, it said.
 
Commenting on the partnership, Marcel Yammine, general manager for Gulf and emerging markets at SAS, said: "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 its customer experience and lower costs while increasing customer confidence and improving overall performance,” he said.

“Our solutions will also enable the bank to deliver customised offers in real-time leading to maximising customer experience,” he added.

Geoff Stecyk, CEO at RakBank, said: “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 our bank understand and determine client behaviours, 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 optimise our marketing and sales revenues,” he added.-TradeArabia News Service