Story Behind "ka": Shanghai ICBC Data Warehouse Decision Support System

With the deepening of social security system reform and the effective implementation of domestic demand policies, banking retail businesses such as housing loans, retirement pensions, consumer loans and credit card businesses) it has become one of the main profit growth points of China's major commercial banks. At present, the retail business of various commercial banks is becoming increasingly different, and the competition in the same industry is becoming increasingly fierce. In order to change the extensive business model that used to achieve competitive quality, regardless of costs and benefits, customer relationships and new financial business innovation are becoming increasingly important. At the same time, in the face of the open WTO, China's financial banking market will gradually become open, and domestic financial institutions will inevitably be connected to world-class foreign banks after the entry into the WTO. By then, in order to expand its market share in China, foreign banks will certainly introduce a customer-centric decision-making support system and launch more diversified financial services to win customers. This requires domestic commercial banks to be able to fully understand the customer's needs and the profit contribution of the customer to the bank based on the scientific analysis of the customer's business, and sell or provide services to the customer at the right time. Therefore, how to use advanced data warehouse technology, firmly grasp market opportunities, develop and retain high-trust, low-risk customers, and then make corresponding decisions, it has become a major issue for commercial banks. To this end, the reporter recently visited Mr. Qiu Rener, director of the bank card business department of the Industrial and Commercial Bank of China Shanghai Branch and President of the first sub-branch.

Mr. Qiu first pointed out that the bank card was chosen as a breakthrough for Shanghai ICBC's data warehouse application, "mainly because after 10 years of efforts, the bank card business has gone through the process from market cultivation to brand image establishment, from attaching importance to system and network construction to the pursuit of card issuance quantity and scale effect, now it is time to make a major change from extensive operation to intensive operation, from simple quantity expansion to improving the quality of cards used. How to achieve this transformation, more timely grasp of various business indicators, more in-depth study of customer information and market information, therefore, it has become a top priority for banks to provide strong support to managers at all levels, to achieve profit targets, competition targets, risk control targets, and other business targets, the data warehouse technology plays an extremely important role in it. As we all know, the successful implementation of data warehouses is based on the premise that enterprises have a large amount of data that can be operated. ICBC has been issuing cards for many years. Only the Shanghai Branch has issued 0.56 million peony cards and 4.2 million lingtong cards. It has accumulated a considerable amount of historical credit information and these materials are authentic and reliable, it can be imported into a data warehouse and tracked and monitored as the basis for future analysis and decision-making."

According to reports, in this bank card data Warehouse project, the background mainly uses IBM DB2 business intelligence products, such as DB2 Warehouse Manager and DB2 OLAP Server multi-dimensional database Server.

First, DB2 Warehouse Manager is an important part of IBM Data Warehouse solutions, it mainly consists of several functions, including data access, data conversion, data distribution, data storage, descriptive data search and understanding, data display, analysis and exploration, and automation and management of the data conversion process.. Mr. Qiu believes that it shortens the gap between complex massive data and insightful business decisions, and helps ICBC further understand its business, market, competitors and customers. This technology is built on an integrated data dictionary, which is actually a database filled with descriptive information. It provides a center for all management and operation functions, it is used to extract, filter, convert, map, and import data sources. The data source that DB2 Warehouse Manager can obtain can be any database in the DB2 family, such as this project), Oracle, Sybase, Informix, SQL Server database, IMS, and VSAM file systems. It is easy to expand. A single data warehouse can support a large amount of data, you can also use simple memory resizing, processor upgrade, and storage device resizing to access more users and data sources. It also provides a truly open system environment that combines plug-and-play methods with third-party software to quickly develop the required data warehouse at minimal cost. In addition, it allows access to details of any available data from any Web browser, including the format, versatility, owner, and location.

OLAP online analysis and processing) plays a key role in business intelligence. For this reason, IBM provides an analysis tool-DB2 OLAP Server, it can quickly distribute application data beyond the scope of traditional monitoring and reporting. By integrating DB2 Warehouse Manager and DB2 Server, ICBC can fully and automatically integrate OLAP functions into the data Warehouse, and create an intermediate information Warehouse. This warehouse contains clean and extracted data to load multidimensional data on the ola p system. Mr. Qiu believes that OLAP Server is a good business intelligence solution for analyzing business needs. It provides powerful analysis capabilities for analytical data through automatic maintenance of warehouse tools, the analysis capability is the soul of the data warehouse.

To present the analysis results and provide intuitive and quantified information to the management, this project also introduces DB2 Wired OLAP. With this technology, busy IT departments can create a complete report for distribution within minutes, and decision makers can also see IT clearly on this Web page. In addition, it far exceeds the static graphical view of data, but provides strong graphical OLAP analysis. decision makers can sort and group data as needed and change the "chart" type. It can also be integrated with Lotus Notes and Excel, which also makes it easy for ICBC to pass and process the generated reports.

So what is the final implementation effect? According to Mr. Qiu, "it is based on the advanced data warehouse technology of IBM and the bank card business data mall System of Fang zhengde, ICBC has successfully implemented a customer-centered personalized service data warehouse decision support system. The solution consists of seven modules: daily business processing, risk management, merchant management, customer relationship management, information service, business statistical analysis, and internal business management. Among them, the first four modules can achieve the general functions of the MIS system; Information Service and business statistical analysis module can carry out intelligent business analysis and provide decision support from various dimensions; the internal business management module mainly provides report management functions. Practice has proved that this solution can help banks make reasonable customer credit evaluations based on scientific analysis, and determine their credit levels and credit amounts more flexibly and securely, to effectively prevent business risks. Second, the bank can also find the customers that can bring the most profit according to the analysis conclusions, and provide better services for these customers, by adjusting service policies to improve business performance. Third, through the analysis of the cardholder's consumption behavior, the bank can effectively find the sleep card, and decide the corresponding policy based on the specific situation-or give up, or try to activate, for high-quality cards with high return rates, appropriate encouragement and retention policies can be adopted to optimize customer relationships. Especially in the Personal comprehensive consumer credit project launched by ICBC for the first time in April 8 this year, data warehouse has played an important role. Through network analysis of data warehouses, bank staff can learn the background of borrowers, including their personal background, personal property, work units, and social behavior, and conduct a comprehensive evaluation of their credit, this provides a scientific data basis for banks to organize effective marketing activities."