13 July, 2021
SKB-Bank began to use the new Geonet platform based on the Atlas geographic information system to manage its branch network. The service was developed by the Marketing Logic analytical company.
Geonet Platform is a digital intelligent network management service. The tool aggregates up to 1,000 data layers on various characteristics of offices and the network, calculates the optimal parameters and offers bank experts ready-made solutions, taking into account the required financial model.
Geonet algorithms based on big data estimate the potential and load on each branch and the network as a whole, calculate the efficiency of potential offices based on the customers activity data, competing banks, the number and welfare of residents, traffic on city streets and other statistical information about the infrastructure improvement and economic performance. As a result, the bank receives substantive recommendations on the opening, closing and relocation of bank offices with an accuracy to a specific address on the map.
In addition to determining the best location, the system sets a profitability score for each existing and potential bank office, as well as the network as a whole, taking into account various configurations and network transformation models.
Based on the results of all calculations, strategies with the maximum number of points win, and for clarity, the result is displayed in the heat map interface, where the most cost-effective placement options are marked. In more detailed reports of the system, experts and management of a financial organization receive complete information about the calculations for each office.
“We are always open to innovation and effective tools that help us keep our network management at a high level. We are very pleased that the Geonet platform finds locations that are ideal for the convenience of customers and at the same time meet the bank's requirements in terms of profitability, security, ease of management, and geo-availability. It is important for us that the proposed solutions are not compromise, but optimal from all points of view, and the Marketing Logic team provided us with such a service,” - says Igor Lapshin, Marketing Director of SKB-Bank.
“We have been developing the Atlas geographic information system for more than 6 years, but at the same time we are constantly updating and improving our products, adding new types and data sets. And we are grateful to SKB Bank for cooperation and interesting tasks - they require us to make full use of our previous experience and add new developments and data layers to the expertise, for example, modeling of pedestrian traffic, which we enriched the service with before the start of the project. Plus, tasks related to calculating profitability are always interesting, because they require extensive expertise in order to translate hundreds of characteristics in their mutual influence into an economic model and tie them to specific financial indicators ”, - Dmitry Galkin, Marketing Logic Managing Partner, comments on the introduction of the new technology.
The project for the transformation of the SKB-Bank network is designed for 2 years of implementation and covers all 150 cities of the bank's presence in Russia.