KeyCorp Banks on Predictive Analytics to Deliver Customer Value

We had multiple stakeholder objectives, so our analytic design had to be rigorous. Decision Tree Pro facilitated those stakeholder discussions-with the business team, IT, and compliance. Because the tree contained so much information at different levels, we didn't have to create multiple outputs to tailor it to each audience.

When KeyBank acquired two credit card portfolios, the company's analysts knew that developing credit line strategies for each would be complex. In addition to meeting the current needs of multiple stakeholders, the bank's Consumer Credit Risk Management Strategic Analytics group also needed to meet long-range objectives. Sudha Venkataraman, a member of the group's predictive sciences team, explained that strategies and models for the new portfolios would be expected to improve customer relationships, increase activity and build loyalty. "Our overall objectives were to push through top-line growth while keeping losses in check," said Venkataraman, whose group supports the bank in the area of corporate risk.