The client, a Midwest regional bank, $60B assets, 375 branches, 1.5M accounts, was unable to determine data accuracy and business rules from a Marketing Database (MCIF) from a major Bank Automation vendor:
-
Major householding and data issues
-
Dissatisfaction among the teams employees due to their inability to turn around analytic or marketing requests quickly because of poor technology and inaccurate data
-
Dissatisfaction among internal marketing and other users as requests were turned around slowly and results were suspect
Database Marketing team of a dozen SAS programmer/analysts were good technical analysts but not familiar with bank data, marketing or database management.