all about data all data management platform & … and confidential document of gt all about data...

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


Garanti Bank Overview


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


Garanti Technology Overview


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

http://www.dask.gov.tr/index.html




http://www.e-sirket.com/ilanlar/42144_146427_V734ML.JPG

http://www.e-sirket.com/ilanlar/42144_146427_V734ML.JPG

http://www.garantisigorta.com.tr/

http://www.garantisigorta.com.tr/

http://www.ingbank.com.tr/

http://www.ingbank.com.tr/

http://www.garantibank.eu/

http://www.garantibank.eu/


(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


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


(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


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


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


Banking System in a nutshell


Holistic Architecture

11,020 inhousedeveloped analyticalmodels


Intelligent by Nature

Financial MetricsProduct, Profit, NPLBy LoB, segment and profile

Customer MetricsCustomer Centricity IndexOpen Market NPSBottom Up NPS


Coupling of Process and Technology


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


Intelligence & Analytics in Garanti


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


Until 2014

Customer Knowledge (Marketing)

Knowledge of Structured Data

PropensityModels

720

AttritionModels

21

VolumeModels

30

IncomePredictionModels 1.268

CustomerBased PricingModels 2.075


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


2014 Volume Models

Big Data – Volume, Velocity, Variaty

2015 Big Data – Data Pool & Customer DNA

Journey on Business Intelligence and Analytics


Until 2014

Customer Knowledge

Enriched Knowledge with Un-Structured Data

Categorization

52

Profiling

2


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


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


Big Data Projects


7 Pillars

Next Best Offer

Alert System

Data PoolData

GovernanceCustomer

SNA

Urban Analytics

CustomerDNA


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


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


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


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.

http://www.garanti.com.tr/en/


Scenario – 1: Login

Garanti customers login by clicking and supplying necessary credentials.



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.



When customer is «interested» with the offer, DTY takes him to another page.


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.


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


RTD Project Development

Training data set between June –November 2015

RTD simulationruns for January

2016

Results arecompared withexisiting results

RTD Flow


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


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

http://www.sikayetvar.com/


A

Start Date End Date Company

# of compl


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


ATM Journal - Oracle Event Processing (OEP)


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


Urban Analytics - Implementation


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


Heat Analysis – Spending patterns by locations

After moving house

Before moving house Private Banking Retail

Mass SME


Card Behavior – By Categories

Customer Age (Average) Customer Limit (Average) Single Txn Amount (Average) Weekend Use


Campaign Profiling

Installments by Sector

No of Installments by SectorCampaigns by ages

Campaign by work occupation


Merchant Profiling

Massimo Dutti

Volume Customer Type Age

Preferred Vendor

LC Waikiki

Volume Customer Type Age

Preferred Vendor


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


Customer – SNA - National Database

CustomerBrother

Wife

Mother

• Using National-Id database customer

household relations becomes more

accurate

• 4% of correction in customer

demographic data


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


Thank You...

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