Download From the client datamart to the corporate data warehouse

From the client datamart to the
corporate data warehouse
Dániel Csikós
Brief introduction of Generali-Providencia Rt
•
•
•
•
A member of the Generali Vienna Concern
Established in 1989
Composite insurer
Portfolio premium income for 1999:
• Life insurance:
50,8
• Property insurance: 56,6
• Motor insurance: 86,0
million Euro
million Euro
million Euro
• Total number of active contracts: 1.3 million
• Market position: Second
Contents of the presentation
• Process model for the first phase of building
the data repository and future development
• Detailed explanation of the specific steps in
the process
• Summary
Process model for the first phase of building the
data repository and subsequent development
(from the client’s perspective)
Identify
needs,
problems
Determine
requirements
Select
tool
Define
target
area
Implementation
Incorporate
operation
Identify
further
target
areas
Implementation
Identify needs, problems
(increasing confusion: cannot see the light at the end of the
tunnel)
• Available data are scattered all over the operative systems
• The same client exists in several places, thus their actual value
cannot be seen
• Questionable data security, outputs must be handled with
caution
• Clear marketing strategy – unsubstantiated decisions
• Increasing but unimplementable sales support requirements
(e.g. cross-selling)
• Excessive production of reports, overloading operational
systems
• Custom-developed solutions by specific persons; dependency
• Inconsistent databases (which statistics can be trusted?)
Formulate Requirements (general user
requirements for data repository)
(Eureka: data repository is the solution!)
• Data need to be grouped around the client (logic inconsistent
with operational systems)
• All data needed for reporting and sales support needs to be
loaded regularly into the data repository
• System reports should run and be accessible exclusively through
the data repository
• Ad-hoc analysis capability for experts (marketing research,
premium calculation) must be based on the data repository
• Research to be supported by state-of-the-art software (statistical
modules, data mining tools)
• Implement multi-user application built into basic administrative
processes (claim adjustment, risk assessment, sales support)
Select Tool
(And which tool is the best?)
• Result of an almost six-month selection procedure
Adequate tool:
SAS 6.12
Appropriate method: Rapid Warehousing
Methodology
Narrow Target Area
(What shall we start with, i.e. whose requirements
need to be set aside)
Objectives to be achieved in the first development phase:
• Compile the data repository based on sales potential and data relevant to client
behaviour, based on the historical position
• Identify socio-demographic data requirements and commence storing data
• Clear and prepare client for subsequent marketing analysis
• Create simple client-focused portfolio reports
• Begin marketing research for sales support
• Identify and prioritise future development objectives
• Incorporate client assessment into risk and claim assessment work
• Lay down foundation for the sales reporting system
• Prepare groundwork for cross-selling activity in terms of tools
Data model of the first development phase
Client
Organisation
hierarchy
Broker
Products
Contract
Products
Claims
Product
hierarchy
Claim type
Premium data
Implementation (development currently underway!)
(Let’s see what we’ve spent our money on!)
Client portfolio report
Transaction
data
Client data
Sales reports
Client data market
SAS
?
CS
Marketing analysis
cross-selling addressextracting system
Client assessment system
Objectives of marketing analysis
• Assess life and household insurance potential of clients
• Building a scoring system
• Incorporate results into the cross-selling address retrieval
system
• Aspects of scoring: sociodemographic data, portfolio
composition
• Method of examination: data mining
Operation aspects of the cross-selling
address extracting system
• Brokerage work
• OLAP type inquiries
• Set-up parameter options:
• general client attributes
• cross-selling potential
• transactions (events providing positive experience)
• Support task delegation and check work completed
(controlling)
• Evaluate set-up efficacy
Operating principles of client assessment
system
• Incorporated into the risk assessment and claim adjustment
processes
• In addition to the client, the system also stores details of
the client’s relationships (front-end system for identifying
relationships)
• Applies simple indices
• Prepares analysis by period, product, group of products
• Uses OLAP technique for inquiry into specific set-ups
Incorporate the operation into corporate
environment
(How will all this develop further?)
Principles:
• Provide IT competency
• Projects managed by user area
• Create ownership (competency) systems
• in the data repository environment (data repository administrator,
person responsible for data market)
• in the specific areas (co-ordinate information requirement)
• for the implemented systems (subject owners)
Identify further target areas
(And who should we romance now?)
Long-term model for data sources and user areas
Reporting systems
• BSC
• Sales
• Administration
• Product
• Cost
• Personnel
Client
Premium
Claim
Corporate
data
repository
SAP
SAS
Communication built into
the process
• client assessment
• cross-assessment
• client communication (Internet)
Employee
master
Commission
?
Ad-hoc analysis
• Marketing
• Product
• Actuary
Plan
Implementation of new development
(We’re finally on track!)
Principles:
• Development tasks are prepared in an organised manner
• Development tasks are approved by the top management
• Based on operation guidelines
• Stable supporting project personnel (owners)
[email protected]
Generali-Providencia Biztosító Rt.
1066 Budapest, Teréz krt. 42-44.