Coast Capital Savings tailors direct marketing campaigns with SAS

B.C. credit union uses SAS® Enterprise Miner™ to deliver relevant product information to customers

TORONTO – Coast Capital Savings, Canada’s second largest credit union based in Surrey, British Columbia, has chosen business analytics software from SAS to help improve its direct marketing campaign precision and response rates by ensuring the right product information gets to the right customers.

“We want to make the most of our direct marketing budget, and improve our targeting from a customer service standpoint. We don’t want to waste people’s time by sending them irrelevant information,” said Jerome Lengkeek, Manager of Product Development and Analysis, Coast Capital Savings. “With SAS Enterprise Miner, we have a user-friendly tool that gives us the strong predictive modeling capability we need to forecast demand for our products.”

Lengkeek said SAS will also help Coast Capital Savings use direct marketing tactics to touch the right customers in cross-selling initiatives. “With such a large customer base, we depend strongly on accurate statistics,” he explained. “Using SAS, we can avoid cannibalizing our existing customers by offering new, cheaper products with ‘street appeal’ in a more personalized way.”

He added that SAS software gives medium size companies like Coast Capital Savings similar decision-making tools as larger organizations that have the budgets to hire statisticians and programmers.

SAS® Enterprise Miner ™ is enhanced data mining software that combines a rich suite of integrated data mining tools with unprecedented ease of use, empowering users to explore and exploit corporate data for strategic business advantage all in a single environment.

About Coast Capital Savings
Coast Capital Savings is Canada’s second largest credit union with total assets under administration of $11.9 billion, 380,000 members and 51 branches in the Metro Vancouver, Fraser Valley and Vancouver Island regions of British Columbia. Product innovations from Coast Capital Savings include Canada’s first free chequing account from a full-service financial institution and the first business account in the country to offer unlimited transactions for a flat fee. The credit union is one of Canada’s 50 Best Managed Companies and is designated a Caring Company by Imagine Canada. To learn more, visit www.coastcapitalsavings.com.

SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions delivered within an integrated framework, SAS helps customers at more than 45,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world The Power to Know®