Predictive Modelling for Better Customer Insights

Malaysia Building Society Berhad (MBSB) has enhanced its data mining solution with SAS Rapid Predictive Modeler to gain more precise insights about customers to create better products and services.

Through intensive product development and new marketing campaigns, MBSB plans to grow its retail assets –personal financing and home mortgage products – while also establishing a position as a reliable corporate financial provider.

MBSB will capitalize on its strengths as a small financial institution: agile decision making, personalized customer service, flexibility and fast turnaround time. The company does not plan to compete directly with existing financial players.

Ahmad Zaini Othman, CEO of MBSB: “We are using campaign management and credit scorecard solutions to better measure clients’ behavior and campaign penetration.” Andrew Tan, SAS Managing Director says it “will help MBSB uncover unknown patterns, opportunities and insights to drive proactive, evidence-based decision making.”

MBSB recently introduced an array of new products to tap into underpenetrated markets, such as young professionals just beginning their careers and requiring reliable financial advice.

In addition, the credit scorecard systems will give MBSB a comprehensive customer view based on behavior variables and demographics. The dashboard reporting is essential to lowering rates of NPLs, currently 20 to 25 percent for 2011.

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