After the successful collaboration and application of anti-money laundering (AML) solution in 2015, SAS, the leader in analytics, and RAKBANK, among the UAE's prominent banks, have broadened their strategic collaboration to include the adoption of SAS Analytics.

By utilizing SAS Enterprise Miner and SAS Enterprise Guide, RAKBANK will have the ability to build predictive models in managing its marketing projects that permit clients to get appropriate offers at the correct time using the right channel. Based on accurate data mining using SAS Analytics tools, the Bank can boost marketing strategies by introducing targeted campaigns instead of mass promotion, SMSs and e-mails.

" SAS is dedicated to supplying cutting-edge innovation solutions throughout the international banking industry and our partnership with RAKBANK helps with custom-made solutions to assist the bank comprehend its customers much better and increase its business planning capacity. The objective is to assist RAKBANK improve the client experience and lower costs while increasing consumer confidence and improving overall performance. Our solutions will likewise enable RAKBANK to deliver customized offers in real-time causing taking full advantage of customer experience," stated Marcel Yammine, General Manager, Gulf & Emerging Markets at SAS.

Geoff Stecyk, Chief Operating Officer at RAKBANK, stated: "Having had successful results previously with the launch of the SAS AML options, we look forward to dealing with SAS once again as this restored partnership remains in line with our commitment to adopting effective and reputable options where the bottom line is enhancing customer fulfillment. The SAS Analytics tool helps the Bank understand and identify customer behaviors, which will help us in making information driven company decisions and acquiring analytics-based insight to precisely target the best customers and marketing projects, permitting us to optimize our marketing and sales profits."