Data Warehousing And BI Implementation In HDFC Bank

Zenita Ichhaporia (zenita.ichhaporia@hdfcbank.com)

Agenda
Introduction BI Tools Used For Decision Making BI Usage in HDFC Bank Organizational Preparedness HDFC Bank DWH Implementation

Introduction

Product Analysis

Profitability

Online analytical processing

WhatRisk BI ? IS
Analysis Statistical Analysis

Data Warehouse

Customer Segment Analysis

Data Mining

MIS & Reports

Forecasting

Wikipedia Defination Of BI
Business intelligence (BI) is a business management term, which refers to applications and technologies that are used to gather, provide access to, and analyze data and information about company operations. Business intelligence systems can help companies have a more comprehensive knowledge of the factors affecting their business, such as metrics on sales, production, internal operations, and they can help companies to make better business decisions.

BI Usage In HDFC Bank

Cross-Sell and Up sell Know Your Customer Develop New services and products Fraud Detection Establish Customers Credit worthiness for giving a loan Rating of SMEs and Corporates based on Industry Standards

Organizational Preparedness
Critical Mass of data
684 branches 1605 ATMs across 316 towns and cities.

Organizational Culture Top Management Direction Readiness to invest Computerized Core Banking Systems Availability of a central repository of data

HDFC Bank Implementation

Multiple Systems

The Process

The Consolidation
BS Drill Down P&L Roll Up GL

Transactions
Customer

Slicing And Dicing

Age
Average Balance

Time

Analysis
Profitability Product Holding Channel

Analytics

CRM Analytics
New Customer X-Sell Product Holding Customer Attrition

Pattern of Acquisition of First Liability Product

7% 2% Current Accts OD Savings Term Dep 87%

4%

Profitability Analysis
Profitability Analysis Customer Profitability Financial Customer Profitability Usage Customer Profitability - Marketing

Profitable Customer ?

Deposit - 15 Lacs

The Opportunity
Salary Accounts Car Loans Personal Loans Low cost channels

Deposit 1.5 Lacs

Hidden Customer

Channel Analysis
Channel Preference ATM Transactions Branch Transactions Telephone Banking Net Banking Mobile Banking POS

Retail Risk
Delinquency Analysis Age on Book Cheques Presentation Loan Analysis Retail Concentration

DWH Architecture
Sources
Finware FinOne

Acquisition De-Duping Cleansing

Management

User Access
Data Mining

Vision Plus
Flex@ TPP Base24 Debos Others

Staging Area

EDW
Reports

MIS
ODS
OLAP Tool

ETL Tool

Reports
Mktg

Analysis

Householding

Marketing
Unica

Contact
OCRM

Weekly Load

CRM

Data Repository
Enterprise Data Warehouse Business Applications User Access

Basel Call Centers & Branches

AML

EDW Unica
Marketing
(data preparation, data analysis, campaign execution & modeling)

Scoring Origination Systems

Challenges
Ownership Continuous Development Large infra Structure Usage Definitions Commitment