Post on 10-May-2018
Private and confidential document of GT
All About Data – All Data Management Platform & Analytics
Mehlika ErtaşEVP, Analytical DW & Big Data Management
16 March 2016
Private and confidential document of GB
Agenda
• Garanti Bank Overview
• Garanti Technology Overview
• Banking System in a nutshell
• Intelligence & Analytics in Garanti
• Big Data Projects
Private and confidential document of GT
Garanti Bank Overview
Private and confidential document of GB
Garanti by Numbers
(1) As of September 2015Source: 1H 2015 BRSA Unconsolidated Financials
2nd largest private bank; by asset size
Robust balance sheet; highly liquid, well-capitalized & low risk
#1 in ordinary banking incomeproven track record of generating sustainable banking income
6M15 Net Income US$ 684 mn
Most valuable company in the BISTMarket capitalization
US$ 10 bn(1)
Total AssetsUS$ 88.5 bn
Garantibank TURKEY
# of Active Customers 13 M
# of Business transactions /day 11.8 M
# of Accounting entries /day 47 M
# of Salary Payments - peak day
(2 mio salary customers)1 M
# of Utility Payments - peak day 1.3 M
# of Card Transactions / day 6.8 M
# Number of Credit Cards 9.5 M
# Number of Debit Cards 8.9 M
Private and confidential document of GT
Garanti Technology Overview
Private and confidential document of GB
Main Services
Business Development &
IT Security Services
Systems & Operations Services
Software Development Services
Network & Field Services
One of the largest IT software and service provider in Turkey
IT Service Management
WorkflowSystem
DocumentManagement
System
HRManagement
SecurityManagement
E-Learning
Garanti Portföy
Garanti Yatırım
Banking
Credit Cards
Insurance
Leasing
Factoring
Portfolio Management
Investment Banking
Life InsurancePension
Funds
Creates tightly integrated and fully in-house developed IT solutions
DASKFleet
Management
Garanti Leasing
Garanti Factoring
Garanti Emeklilik
Garantibank
Garanti Romania
GT Service Catalogue
XXX
Garanti Payment
Garanti Fleet
XXX
XXX
XXX
XXX
XXX
XXX
XXX
Private and confidential document of GB
(166)(98) (209) (170) (204)(133) (329)
Technology, Operations , Central Marketing & Business Development Executive Vice President - Hüsnü Erel
Architecture &IT Security
Rasim Mahmutogul.
ArchitectureManagement
QualityAssurance
Process & ITRisk Management
IT SecurityManagement
Core NetworkServices
Field Management
Network & FieldManagement
Şenol Karahasan
Unified Com. Management
Data & PlatformMngt & OpsFerda Özge
Mainframe & Unix Platform Mngment
Operations &Customer Services
Data & StorageManagement
Intel Platform Management
Loans &Collection
Treasury &Investment
Core Banking
Banking BusinessConsultingEray Kaya
Cash Mngt & Ops Special Projects
MIS & CRM &Reporting
Leasing, Factoring &Fleet Management
Pension &Insurance
Digital Channels & CRM
Garanti TechnologyFinancial Companies
Kutluhan Apaydın
Pension & LifeBusiness Consulting
Card BusinessConsulting
Acquiring Business Consulting
New ProductsDevelopment
Payment Systems
Reha Emekli
New ProductDevelopment
Loans & Collection
Treasury &Investment
Cash Management& Ops
Core Banking
Mobile Banking & Social Media
Digital Business Consulting
Banking SoftwareDevelopment
Fatih Bektaşoğlu
Self Service Banking
CRM, UX , Enterprise Mobile App. Dev.
Special Projects
Project Office
Finance & Admin
Human Resources
55+13
BI &Analytics
Enterprise Data Management
BI &AnalyticsBig Data
Mehlika Ertaş
Private and confidential document of GB
(166)(98) (209) (170) (204)(133) (329)
Technology, Operations , Central Marketing & Business Development Executive Vice President - Hüsnü Erel
Architecture &IT Security
Rasim Mahmutogul.
ArchitectureManagement
QualityAssurance
Process & ITRisk Management
IT SecurityManagement
Core NetworkServices
Field Management
Network & FieldManagement
Şenol Karahasan
Unified Com. Management
Data & PlatformMngt & OpsFerda Özge
Mainframe & Unix Platform Mngment
Operations &Customer Services
Data & StorageManagement
Intel Platform Management
Loans &Collection
Treasury &Investment
Core Banking
Banking BusinessConsultingEray Kaya
Cash Mngt & Ops Special Projects
MIS & CRM &Reporting
Leasing, Factoring &Fleet Management
Pension &Insurance
Digital Channels & CRM
Garanti TechnologyFinancial CompaniesKutluhan Apaydın
Pension & LifeBusiness Consulting
Card BusinessConsulting
Acquiring Business Consulting
New ProductsDevelopment
Payment Systems
Reha Emekli
New ProductDevelopment
Loans & Collection
Treasury &Investment
Cash Management& Ops
Core Banking
Mobile Banking & Social Media
Digital Business Consulting
Banking SoftwareDevelopment
Fatih Bektaşoğlu
Self Service Banking
CRM, UX , Enterprise Mobile App. Dev.
Special Projects
Project Office
Finance & Admin
Human Resources
55+13
Responsibilities:
Coordination of GT teams to establish the necessary architecture and infrastructure
Support of EDW, big data and analytical platforms
Technical design for DWH, data models, data pooling & data factory
Develop and enhance internal & legal reporting and fraud platforms
Develop and maintain HR & E-learning systems
Maintenance of BI and reporting platform
Develop and monitor analytical models
Conduct research activities on new technologies applicable in the areas of analytics and BI
Performance improvement and provide 3rd level problem management
BI &Analytics
Enterprise Data Management
BI &AnalyticsBig Data
Mehlika Ertaş
Employee Education Profile
• Ph.D. 0• Masters 11• Statistics 6• Mathematical Engineering 5• Industrial Engineering’s 11• Computer Engineering 43• Buss. Admin.& Economics 2• 2 Year Associate 1
As of March 8th, 2016
• Turnover 5,9%• Average Age 3 1• Average Experience 7,7
Years
Private and confidential document of GT
Banking System in a nutshell
Private and confidential document of GB
Holistic Architecture
11,020 inhousedeveloped analyticalmodels
Private and confidential document of GB
Intelligent by Nature
Financial MetricsProduct, Profit, NPLBy LoB, segment and profile
Customer MetricsCustomer Centricity IndexOpen Market NPSBottom Up NPS
Private and confidential document of GB
Coupling of Process and Technology
Private and confidential document of GB
Technology Infrastructure
Op
era
tions
Parallel Sysplex Architecture
DB2zEC12 728 z/OS
Digital
backbone
Digital
capillary
network
Video
systems
Intel ServersUnix
Servers
Voice
systems
Front-end
Branch HQ
Bank Facing Applications
Internet
Kiosk
Contact
Center
ATM
Customer Facing Applications
CICS
Se
rvic
e L
eve
l Ma
na
ge
ment
Windows
Clients
Open Systems
Database
Security
Disaster Recovery
Virtualization & Consolidation
Mobile
Internet
infrastructure
Syste
ms M
an
age
men
tN
etw
ork
Ma
na
ge
me
nt
BI & Analytics Architecture
OracleExadata Exalytics BDA
Central
Ops
Sales Force
Mobilization
Private and confidential document of GT
Intelligence & Analytics in Garanti
Private and confidential document of GB
Journey on Business Intelligence and Analytics
1998 Financial Data Warehouse
1999 Data Mining
2000 Management Reporting
2001 Finalist in Information Management Awards
2002 Campaigns & Communications Management
2003 Issuing & Acquiring Datamart
2004 Propensity v1 & Attrition v1
Technology Change for rapid analysis
2007 Risc Decision Warehouse
2008 Marketing Decision Warehouse
Collecting Social Data
2011 Sentiment & Categorization
2013 Social CRM
Private and confidential document of GB
Until 2014
Customer Knowledge (Marketing)
Knowledge of Structured Data
PropensityModels
720
AttritionModels
21
VolumeModels
30
IncomePredictionModels 1.268
CustomerBased PricingModels 2.075
Private and confidential document of GB
Until 2014
Customer Knowledge
(Risk)
Knowledge of Structured Data
ApplicationScorecardModels V1 61
BehaviourModels
30
CapacityModels
42
CollectionModels
11
DelliquantCustomersegmentation 20
RestructuringModels V1
9
Optimization
FraudModels
3
ATMReplanishmentPrediction 5.344
Cut-offOptimizationModels 192
PricingSimulationModels 2
Private and confidential document of GB
2014 Volume Models
Big Data – Volume, Velocity, Variaty
2015 Big Data – Data Pool & Customer DNA
Journey on Business Intelligence and Analytics
Private and confidential document of GB
Until 2014
Customer Knowledge
Enriched Knowledge with Un-Structured Data
Categorization
52
Profiling
2
Private and confidential document of GB
Consolidated Big Data Requirements
CustomerBased Pricing
ContextPredictive
modelsCustomer
Insight
Life stageand Life
style
SocialMedia
SandboxingOperationalefficiency
Channel Optimization
Customer & ınternalFraud
Improvedcredit risk
Earlywarnings
Different functional use cases – echoing the same
Private and confidential document of GB
Garanti Bank – Intelligence & Analytic Platform
All Data Management Platform : Better Insight, Real-Time Offers and Reduced Risk
Log Analysis
w/ Big Data Appliance
Business Analytics w/HA
on Exalytics
OBIEE
RTD
EndecaCloudera Hadoop
Oracle R
Oracle NoSQL
DW
Big Data SQL
Event Processing
T5 SPARC
Big Data Discovery
Big Data Discovery
Private and confidential document of GT
Big Data Projects
Private and confidential document of GB
7 Pillars
Next Best Offer
Alert System
Data PoolData
GovernanceCustomer
SNA
Urban Analytics
CustomerDNA
Private and confidential document of GB
Data Pool
Customer Complaints
• Social Media data
• Speech – to – text
System and Application Logs
(Netwitness , Arcsight, RUM) logs
• Channel logs (ATM, Internet, IVR,
CC )
• Click Stream Data
Credit Card Behaviour
Customer Financials
Customer Behaviour
Credit Bureau
Smart Application location
Structured Data Semi Structured Unstructured
Private and confidential document of GB
Data Governance – Data Quality
Marital Status of 1,580,380 are not accurate
635,732 customers household relations are missing
Demographic data of 616,266 customers are not accurate
Private and confidential document of GB
Next Best Offer
Enhance product offers with real-time data by utilizing machinelearning and Real time decisioning
1.Enrich existing product propensity models with new external data sources
2. Identify best offers/products for individual customers real-time thru machine learning
3.Discover Commercial and SME networks, understand the roles and the relationships in the networks and between to better predict financial needs of the customers
Private and confidential document of GB
Scenario - 1
In Garanti Bank’s public page (http://www.garanti.com.tr/en/ ), there is a link for Internet Banking. Garanti customers login by clicking and supplying necessary credentials.
Private and confidential document of GB
Scenario – 1: Login
Garanti customers login by clicking and supplying necessary credentials.
Private and confidential document of GB
Scenario – 1: Login
When a customers logs in, he/she is prompted with a special offer before his/her interactions begin. These offers are coming from an application called DTY.
DTY is a ruled based system and managed by business department.
It prompts for feedbacks from customer («interested with the offer» or «remind me later») and takes necessary actions accordingly.
Private and confidential document of GB
Scenario – 1: Login
When customer is «interested» with the offer, DTY takes him to another page.
Private and confidential document of GB
Scenario – 2: Logout
Likewise «scenario – 1», DTY will generate offers and it will take recommendations from RTD.
This time, DTY present offers to customers at the log-out time.
Currently, Garanti Bank does not have «offer at log out» scenario implemented.
Difference between «Scenario -1» and «Scenario – 2», in «scenario – 2», session information will be considered as well.
5 different products will be offered in «scenario – 2».
Front end integration will be needed to pass customer interactions to RTD.
Private and confidential document of GB
Content
Data Sources
RTD Flow
DTYContent Load
CampaignManagement
Manuel Customer list Load
LOB Campaign Management System Internet Branch
Content DTYContent Load
CampaignManagement
RTD
Internet Branch
Login & Static Offer
Customer Feedback
Internet Branch
Login & RTD OfferCustomer Feedback
Campaign Content
Cu
rren
tFlo
wFlo
ww
ithR
TD
Private and confidential document of GB
RTD Project Development
Training data set between June –November 2015
RTD simulationruns for January
2016
Results arecompared withexisiting results
RTD Flow
Private and confidential document of GB
RTD Results
RTD
Product nameNo of
population
No of products
sold
Overdarft Account 287.329 2.361
GPL Loan 104.910 1.232
Vechile Tax 92.147 32.326
DTY
Product nameNo of
population
No of products
sold
Overdarft Account 108.911 728
GPL Loan 66.052 620
Vechile Tax 2.819 1.623
Private and confidential document of GB
Alert Systems
Enrich existing Fraud and Risk Systems with machine learning capabilities
1. Model different patterns and take realtime actions
2. System and application log usage in profiling and detecting new risk patternsin the areas of Internal & external frauds
3. Enrich and enhance early warning systemfor better risk awareness
Private and confidential document of GB
A
Start Date End Date Company
# of compl
Private and confidential document of GB
ATM Journal - Oracle Event Processing (OEP)
Areas of Use:
Streaming data
High volume transactions
Under milisecond process
Data from different resources
Processing in time window
Parsing has important role
OEP
Streaming Data
Alerts, Actions
FilteringCalculationParsing
Private and confidential document of GB
ATM Journal - Oracle Event Processing (OEP)
Private and confidential document of GB
Urban Analytics
1.Analyze spatial data to create a better market intelligence for the branches
2.Increase sales team’s productivity
3.Intellegent marketing campaign management
Private and confidential document of GB
Urban Analytics - Implementation
Private and confidential document of GB
Urban Analytics - Implementation
Private and confidential document of GB
Customer DNA
Precision in customer profiling for better product and services
1.Enrich Customer attributes for better differentiations
2.Explore most common critical journeys for different customer profiles, uncover paths to churn, identify improvement areas to increase NPS or decrease service costs
3.Design targeted campaigns for customers
Private and confidential document of GB
Heat Analysis – Spending patterns by locations
After moving house
Before moving house Private Banking Retail
Mass SME
Private and confidential document of GB
Card Behavior – By Categories
Customer Age (Average) Customer Limit (Average) Single Txn Amount (Average) Weekend Use
Private and confidential document of GB
Campaign Profiling
Installments by Sector
No of Installments by SectorCampaigns by ages
Campaign by work occupation
Private and confidential document of GB
Merchant Profiling
Massimo Dutti
Volume Customer Type Age
Preferred Vendor
LC Waikiki
Volume Customer Type Age
Preferred Vendor
Private and confidential document of GB
Customer – SNA
Enrich existing Fraud and Risk Systems with machine learning capabilities
1. Model different patterns and take real time actions
2. System and application log usage in profiling and detecting new risk patternsin the areas of Internal & external frauds
3. Enrich and enhance early warning systemfor better risk awareness
Private and confidential document of GB
Customer – SNA - National Database
CustomerBrother
Wife
Mother
• Using National-Id database customer
household relations becomes more
accurate
• 4% of correction in customer
demographic data
Private and confidential document of GB
Financial Network Graphics
MUDURNU is directly related only with
5 companies, but in the network with 3
level relations, we can see many
relationships with other companies.
MUDURNU YEMEK GIDA NAK. HAY.SAN. VE TİC. LTD.ŞTİ RANK COUNT
# CUSTOMER WHO SENT MONEY TO MUDURNU 127,830 197
# CUSTOMER TO WHOM MUDURNU SENT MONEY 110,978 691
# CUSTOMER RELATED WITH MUDURNU 149,629 867
# OF TIME MUDURNU IS IN THE SHORTEST PATH 143,532 1,115
Private and confidential document of GB
Thank You...