To avoid mixing with social media networks, SNA is based on graph theory, and can be utilised for analysis of social media activities of customers, but can be also used for analysis of payments, especially in Corporate segment.
Main idea is to further enrich customer info with their relations. It is possible to identify “Leaders” and “Followers” and use viral effect for different purposes.
In Retail segment, it is used to predict possible churn, and also commonly used for marketing campaigns.
In Corporate segment, it is also used for customer data enrichment, to improve Risk models for example. But calculated SNA data can be visualised to offer specific views on the customer for account managers.
Following example shows selected client and specific partners it is exchanging payments with. One customer, and two generations of it’s partners are selected as parameters. It is immediately clear that according to bubble size, specified partner has one major partner.
Data are shown according to chosen parameters (supported by the calculated SNA model) – on monthly cumulative transaction amount, for value over specified amount, to filter out noise. Clicking on each node shows its statistics. Thickness of the connection shows number of transactions, or total amount (chosen over parameters), and arrow defines direction of payments.
As payments are shown not only for bank’s own customers, it is possible to check for possible candidates (and undertake marketing or direct sales-oriented steps). According to colour of the bubble, and part of it that is coloured (in pie-chart manner), it is immediately clear how much of company’s turnover is undertaken (and if only) through bank’s account, and what part through other (external) accounts. For this purpose, publicly published data about companies is used.
As shown above, it is possible to find specific customers that are significant for bank’s operation as kind of “influencers”. If majority of their turnover is made through the bank, their churn could bring possible significant loss, and if it is not, effort can be made to win them.
Neos SNA Visualizer 1.0. works on and supports the following versions
- Oracle Database 12c
- Oracle Solaris
- Oracle Weblogic Server 12c
- Oracle Linux 6
- Virtual Machine
- Oracle Exadata Database Machine
- Oracle Exalogic Elastic Cloud
- Oracle SPARC Supercluster
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