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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.