Business & Decision, KXEN and SPSS data analysis partnership address marketing effectiveness of insurance sector leader
San Francisco and Paris, 15 April 2002: Gan Patrimoine, the savings and provident subsidiary of Groupama, the second largest insurance agency in France, announced today that it had retained Business & Decision and KXEN to optimise its marketing campaigns and improve their return on investment.
“We wanted to move from mass marketing activities to a greater amount of more targeted, focused and measurable marketing activities,” explains Catherine Giusti, database manager for strategic marketing at Gan Patrimoine. “We needed a system which created accurate, robust results which we could then use as a basis for our direct marketing campaigns.”
Having identified the need for a business intelligence system to enable the marketing department to analyse client data and identify segments for targeting, Gan Patrimoine looked to Business & Decision to manage the project. Business & Decision is a specialist in business intelligence solutions for e-business and customer relationship management.
KXEN’s Analytic Framework was then selected as the best technology solution for the project because of its ability to generate results both automatically and rapidly (within seconds), without developing manual statistical analysis.
Data warehouse gives a horizontal view of clients
Built around a data warehouse, the new application stores information on 237,000 clients and 1.2 million current contracts (client contact details, contract details, financial information, etc., with up to nine years of historical information), from different sources such as: existing sales management systems; call centres; regional sales teams, Gan Patrimoine’s 900 consultants across France. The database of targeted professions completes the system.
The technical and functional architecture, created by Business & Decision, integrates with the central systems at the group’s headquarters (VM databases written in Cobol).
Client analysis and segmentation optimised with KXEN
Gan Patrimoine’s client data will then be formatted into the correct model and any double entries eliminated. The KXEN Analytic Framework will enable statistical analysis of this data in approximately 15 minutes (the statistical model being obtained within one or two minutes).
The KXEN solution delivers:
· Statistical functionality available to all users – even inexperienced users;
· Models created within minutes as opposed to hours or days with traditional statistical techniques;
· Models whose reliability is both measured and guaranteed with fault indicators;
· Simple and effective integration using technology standards (DCOM, CORBA, PMML, XML) and APIs.
This agreement, which also involves SPSS is an example of the SPSS Clementine Plus Partnership signed early March by KXEN.
· Relational database: DB2 (IBM)
· Conversion tools (ETL): PowerMart (Informatica)
· Reporting tools: Business Objects
· Data-mining tools: KXEN and SPSS
· Development tools: Visual Basic
About Gan Patrimoine (www.gancapi.fr):
Created in 1913, Gan Patrimoine offers a range of personal finance products. In 2000, it managed Eur4,42bn worth of assets. Its turnover has doubled in 10 years to Eur656bn in 2000. Gan Patrimoine is part of Groupama, the 2nd second largest all lines insurance group in France, which had a Eur12.2bn turnover and managed Eur51bn assets in 2000.
About Business & Decision (www.businessdecision.com):
Business & Decision was founded in 1992, and has been listed on Euronext Paris’ “Nouveau Marche”, since February 2001. Business & Decision is a Consulting and engineering company specializing in business intelligence, customer relationship management (CRM) and e-business. The company enables customers improve control over results and structures, increase performance through cost-control, and develop multi-channel customer relationship systems, including the Internet. Business & Decision’s headcount of 550, in France and throughout Europe, work on complete projects, providing services ranging from consultancy to IT realization. The company has a reputation among leading software companies for its functional and technological expertise, with whom partnerships have been sealed.
Business & Decision currently has more than 350 customers, of which 75% are Euronext Paris' “CAC40” companies.
KXEN (Knowledge eXtraction ENgines) is a global software company that provides advanced analytics for business decision-makers and data mining professionals. KXEN's powerful modeling technology transforms data quickly and easily into knowledge resulting in better everyday business decisions. KXEN partners with leading systems integrators and original equipment manufacturers to integrate analytic software components into enterprise applications and business processes. KXEN offers a state-of-the-art suite of predictive and descriptive modeling engines for scoring, classification and clustering, based on Vapnik's Statistical Learning Theory. KXEN is headquartered in San Francisco, CA, with Research and Development facilities in Paris, France and additional offices throughout the US and Europe.
KXEN and the KXEN logo are trademarks of KXEN, Inc. All other trademarks are the property of their respective owners.
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