Bank URALSIB is one of the oldest Russian banks

1.

ЗАГОЛОВОК ТИТУЛЬНОГО ЛИСТА
Наименование Департамента
ФИО/должность
Месяц, год

2.

Bank URALSIB is one of the oldest Russian
banks. It provides all variety of products and
services to retail and corporate clients.
• 15-th russian bank in net revenue
• 1 billion+ of active clients
• 276 branches in 46 regions in Russia

3.

Эволюция CRM технологий в Банке УРАЛСИБ
?
•Propensity models
•Marketing optimization
•Event stream
processing
•Realtime marketing
•Machine learning
•Growth of CRM
diversity: new channels,
new products
•Unica Campaign
•CRM Data Mart
•Channels
automatization
•Excel driven
campaigns
2010
2012
2014
2016
2018
2020
3

4.

Stage 1. Ручные выгрузки и Excel
• Irregular regional campaigns
• Manual uploads from data sources
• Campaign management using Microsoft Excel and Access
• Communications don’t consider client response
• Occasional campaign reports
• Our primary tools
• The most valuable finding: centralization saves time and
resources

5.

Stage 2
• IBM Campaign implementation
• Automatization of major communication channels: SMS, cantact center,
direct mail and e-mail
• Actualization of client contact details
• Global communication policy implementation
Data Warehouse
Campaign management
IBM WebSphere
Application Server
Campaign Datamart
IBM Campaign
Communication
channels
SMS
Direct mail
E-mail
Contact center
Risk Management
Database
Credit Bureau
Integration Database
ABS

6.

Stage 3
Data Warehouse
Campaign management
IBM WebSphere
Application Server
Campaign Datamart
IBM Campaign
Communication
channels
SMS
Direct mail
E-mail
Contact center
ABS
Risk Management
Database
Credit Bureau
Integration Database
Online banking
Website

7.

Stage 4
Tibco
JMS Queue
EVAM
Events
Queue
Queue
oCRM
Queue
Viber/SMS
Webservice ABS
Web-service
Credit Bureau
Web-service
Credit BPM
Queue Push
IBM WebSphere
Application Server
EVAM Listener
Orchestrator
EVAM Engine
IBM Interact
Queue
e-mail
Queue
online bank.
Online Data
Credit Bureau
Credit BPM Database
Decision Engine
SPSS Online Scoring
Internal Data model
RTM
Data Warehouse
Datamart RTM
Campaign management
Event sourses
Payment sevices
Card processing
Credit bureau
ABS
Online banking
oCRM
Campaign Datamart
IBM WebSphere
Application Server
Contact Optimizer
Communication
channels
SMS
Direct mail
E-mail
IBM Campaign
Contact center
ABS
Risk Management
Database
Credit Bureau
Integration Database
Online banking
Website
Viber

8.

Stage 5
Tibco
JMS Queue
EVAM
Events
Queue
Queue
oCRM
Queue
Viber/SMS
Webservice ABS
Web-service
Credit Bureau
Web-service
Credit BPM
Queue Push
IBM WebSphere
Application Server
EVAM Listener
Orchestrator
EVAM Engine
IBM Interact
Queue
e-mail
Queue
online bank.
Online Data
Credit Bureau
Credit BPM Database
Decision Engine
SPSS Online Scoring
Internal Data model
RTM
Data Warehouse
Datamart RTM
Campaign management
Event sourses
Payment sevices
Card processing
Credit bureau
ABS
Online banking
oCRM
Campaign Datamart
IBM WebSphere
Application Server
Contact Optimizer
SMS
Direct mail
E-mail
IBM Campaign
Digital marketing
Contact center
ABS
Clickstream listener
Risk Management
Database
Risk Management
Database
Communication
channels
Credit Bureau
Integration Database
Online banking
Website
Viber

9.

What is next? We go digital
+optimizer
IBM Campaign
?
+EVAM/
Interact
+DRTM

10.

Stage 1. Centralization saves time and resources
I кв
II кв
III кв
I кв
Region1
Region1
Region2
Region2
Region3
Region3
VS
Region4
Region4
Region5
Region5
Region6
Region6
Client sample creation
Communications
Analysis
II кв