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Banca Etruria selects SAS® for campaign management


MILAN - Thanks to SAS Customer Intelligence solutions Banca Etruria is able to identify and improve relationships with its most valued customers and vendors. The bank applies SAS’ powerful predictive analytics to better target its marketing campaigns, increase response rates, and reduce costs.

By better understanding the behavior and needs of its customers Banca Etruria also reduces costs – particularly those associated with production and distribution of product catalogs. The ability to share targets across various campaigns helps avoid duplicate mailings. Matching a customer with groups, or clusters of similar customers, allows the bank to customize offerings, targeting only those customers likely to respond.

"SAS has helped us improve the effectiveness and efficiency of contact with our customers,” says Donato Neri, Area Director of Marketing and Products for Banca Etruria. “We know it is effective because the positive results continue to grow; it is efficient because the analysis optimized the number of customers covered by the campaign. Customers want timely answers tailored specifically to them, so it is important for us to customize offers, including pricing, based on the behavior and needs of the individual. Because our relationship with our customers is so important to us, we’re planning to develop tools that facilitate the direct dialogue and interaction, from a Web 2.0 point of view.”
About Banca Etruria

Gruppo Banca Etruria is active in many areas of the financial services industry. In addition to traditional banking, the Group operates in leasing, insurance, consumer credit, real estate management, financial services and business consulting. Banca Etruria’s parent company,, Banca Popolare, has 186 branches in Tuscany, Lazio, Umbria, Marche, Abruzzo, Molise, Emilia Romagna, Lombardia and Veneto. Banca Etruria offers a wide range of products and services for different customer segments including private, corporate and retail. Enjoying a privileged relationship with the territory in which it operates, Banca Eritria is among the leading banks in gold intermediation. The Bank also provides a service through the Internet Banking channel Virty.
About SAS
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®


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