Real-Time Credit Card Full-Service Big Data Decision Platform Project for a Bank
The diversified demands of retail banking marketing contradicted with the bank's original marketing IT response mechanism. Firstly, increased diversification of customer groups. Oriented to a diversified, personalized and international customer group, the bank’s information system needed to support more differentiated and integrated products and services. Secondly, increased internet marketing pressure, with the development of mobile internet, the customer’s full-service scenes of credit card such as customer application approval, card activation, credit line adjustment, installment pricing, repayment collection, churn pre-warning, customer care, abnormal transactions and cash fraud all involved big data technology, which put forward higher requirements in high concurrency, easy extension, and impact resistance for the bank's information system architecture.
Real-Time Credit Card Full-Service Big Data Decision Platform Project for a Bank
The diversified demands of retail banking marketing contradicted with the bank's original marketing IT response mechanism. Firstly, increased diversification of customer groups. Oriented to a diversified, personalized and international customer group, the bank’s information system needed to support more differentiated and integrated products and services. Secondly, increased internet marketing pressure, with the development of mobile internet, the customer’s full-service scenes of credit card such as customer application approval, card activation, credit line adjustment, installment pricing, repayment collection, churn pre-warning, customer care, abnormal transactions and cash fraud all involved big data technology, which put forward higher requirements in high concurrency, easy extension, and impact resistance for the bank's information system architecture.
Target Demands
Based on the real-time marketing of credit card transaction, relevant contents should be accurately pushed promptly based on customer portraits to enhance the customers’ willingness and improve the business profitability.
The risk identification and control decisions of the real-time in-process transaction interruption should be provided for the credit card transactions and cash withdrawal, and risks identification in case of simultaneous large-scale transactions should be supported to provide real-time decisions based on big data for approval, credit granting, pricing, limit adjustment and collection, real-time credit granting, real-time approval and real-time feedback.
A real-time decision-making platform should be built based on the whole life cycle of the credit card.
Target Demands
Based on the real-time marketing of credit card transaction, relevant contents should be accurately pushed promptly based on customer portraits to enhance the customers’ willingness and improve the business profitability.
The risk identification and control decisions of the real-time in-process transaction interruption should be provided for the credit card transactions and cash withdrawal, and risks identification in case of simultaneous large-scale transactions should be supported to provide real-time decisions based on big data for approval, credit granting, pricing, limit adjustment and collection, real-time credit granting, real-time approval and real-time feedback.
A real-time decision-making platform should be built based on the whole life cycle of the credit card.
Solutions
An integrated system of big data platform and decision engine was established based on Rivere’s AnyEST intelligence big data real-time decision-making platform to achieve the real-time decisions making of credit card integrating real-time marketing, credit approval, transaction fraud, retail risk control, application risk control and collection strategy in the whole service cycle, and to provide core strategic services for anti-fraud, credit risk control, post-loan monitoring, KYB marketing, and recommendation engine, etc.
A calculation data platform system for data processing and indicator flow calculation with unified technology architecture was built to achieve batch and real-time data processing integration, improve data processing efficiency and increase the time value of data.
The decision-making platform was applied through the entire business line of credit cards to provide real-time decision support for customers throughout the life cycle, including real-time decision support for full scenes such as risk control strategy, marketing strategy and customer operation strategy.
Solutions
An integrated system of big data platform and decision engine was established based on Rivere’s AnyEST intelligence big data real-time decision-making platform to achieve the real-time decisions making of credit card integrating real-time marketing, credit approval, transaction fraud, retail risk control, application risk control and collection strategy in the whole service cycle, and to provide core strategic services for anti-fraud, credit risk control, post-loan monitoring, KYB marketing, and recommendation engine, etc.
A calculation data platform system for data processing and indicator flow calculation with unified technology architecture was built to achieve batch and real-time data processing integration, improve data processing efficiency and increase the time value of data.
The decision-making platform was applied through the entire business line of credit cards to provide real-time decision support for customers throughout the life cycle, including real-time decision support for full scenes such as risk control strategy, marketing strategy and customer operation strategy.
Value and Significance
In the application of big data real-time decision-making marketing, various customer demands have been responded to through differentiated services, and a real-time event-based marketing system has been established to provide customers with a continuous, improvable, and traceable personal service model.
The full business line data system, with a total of 80 decision nodes and more than 550 data nodes, and online risk control within 17 milliseconds, has been established to improve the risk management capabilities and reduces fraud risk.
The information barriers of independent system has been broken. Various systems of all credit card business lines have been established and multi-channel data has been summarized to drive the steady and rapid development of customer’s operations with data.
Value and Significance
In the application of big data real-time decision-making marketing, various customer demands have been responded to through differentiated services, and a real-time event-based marketing system has been established to provide customers with a continuous, improvable, and traceable personal service model.
The full business line data system, with a total of 80 decision nodes and more than 550 data nodes, and online risk control within 17 milliseconds, has been established to improve the risk management capabilities and reduces fraud risk.
The information barriers of independent system has been broken. Various systems of all credit card business lines have been established and multi-channel data has been summarized to drive the steady and rapid development of customer’s operations with data.
