20 March, 2018
Rosbank has started to use the new location intelligence technology of Atlas geographic information system for managing the branch network. The product was developed by an analytical company Marketing Logic.
Location intelligence technology aggregates data on all branches and divisions of the Bank, evaluates the potential and load, calculates the efficiency of potential offices, based on data about the activity of customers, competitor banks, population, traffic on the streets and other statistical information. As a result, the Bank has a "heat" map for each city of presence with an assessment of the potential location of the branch at the level of walking distance (100 m).
"With the help of high-tech products of Marketing Logic, we solve the tasks of opening and relocating Rosbank branches. The use of advanced solutions allows maintain a high rate of development and use a scientific approach to improve efficiency in network management. Geodata and predictive models make decisions more accurately and faster, minimize errors, plan actions with the potential of each point of sale. We are grateful to our partners for their desire to constantly improve the product and always be on the client's side," said Vladimir Korobov, head of the development and efficiency of the retail network of PJSC Rosbank..
"As part of the functional update of the Atlas system, we have significantly refined the approach to building a predictive model in the direction of location intelligence. To improve the accuracy of the ‘heat’ map, the model now combines two approaches: machine learning and expert rules for selecting good locations, which allows to combine the accumulated historical data and invaluable experience of experts – employees of the Bank. Continuing to cooperate with us since 2016, Rosbank confirms the importance of using modern methods of spatial analysis and geodata to manage its own network of more than 350 offices", - says managing partner of Marketing Logic Dmitry Galkin.
The artificial intelligence system for marketing communications of B&N Bank was developed in cooperation with Marketing Logic on the geo-information platform “Atlas”.