4-page Case Study
Posted: 5/14/2010
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Bangkok Bank Public Co., Ltd. Bangkok Bank Enhances Competitive Edge with Business Intelligence Data Mart

Providing strong customer service has helped Bangkok Bank become the largest commercial bank in Thailand. Always looking for new ways to enhance the services it provides, the bank wanted to study its customer data to help it better determine customer needs, but a reporting system based on manual report development in spreadsheets by using mainframe data (provided in text files) proved cumbersome. The company created a business intelligence (BI) data mart using the Microsoft Application Platform, including Microsoft SQL Server 2008 Enterprise (64-bit) database software. Reports are now generated automatically using SQL Server 2008 Reporting Services. Multidimensional data cubes to support BI analytics were created using SQL Server 2008 Analysis Services. Bangkok Bank has gained a better view into its operations and deeper customer knowledge since deploying its BI solution.

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Situation

Bangkok Bank is the largest commercial bank in Thailand and one of the largest regional banks in Southeast Asia. The bank has more than 950 branch offices to serve its 17 million customers, and total assets of about U.S.$53 billion. The recipient of several industry awards, Bangkok Bank has gained recognition for its commitment to customer service.

As part of its ongoing focus on customer service, the bank wanted to create a data mart to provide its executives, analysts, and branch managers with an efficient foundation for generating reports and to support business intelligence (BI) analytics.

Bangkok Bank runs its core banking applications on a mainframe computer, with information stored on an IBM DB2 database. While the mainframe provides reliable operations for core systems, the bank wanted to use a more modern, and less expensive, technology stack for creating its BI data mart and reporting solution.

The bank’s analysis staff did an effective job of manually creating reports for bank executives and branch offices, but the reports had to be assembled in a time-consuming manner that involved multiple departments and required repeated verification steps as mainframe data, delivered as text files, was moved by hand into Microsoft Excel spreadsheets. The Finance Business Unit used the spreadsheets to create reports using Excel and Microsoft Access. The process was time-consuming and resulted in a set of inflexible reports.

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* Reporting Services helps us deliver timely and relevant information to executives and branch managers, helping them to better manage in the dynamic environment in which banks operate. *

K. Sathita Uthaisri
Project Manager for BU Finance Metropolitan, Bangkok Bank

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The operations also lacked the type of easily accessible historic information that a data mart could provide for generating BI analytics. Bangkok Bank operates in a competitive market and determined that an efficient BI platform would provide it with a competitive advantage by giving the bank better insights into how to best meet the needs of its customers.

“Previously, a centralized team sent reports and analysis to managers and analysts using e-mail,” K. Sathita Uthaisri, Project Manager for BU Finance Metropolitan at Bangkok Bank says. “This was a time-consuming process, and when the mailbox of a user was full, the teams had to resend reports. We knew that the right BI solution would help us deliver even better data, with fewer problems.”

As the bank prepared to create a new infrastructure to support reporting and BI analytics, it knew it would need an enterprise-grade relational database, an efficient set of extract, transform, and load (ETL) tools for preparing data for the data mart, and powerful reporting and analytic tools.

Solution

Bangkok Bank created and deployed a BI data mart solution to support reporting and analytics using the Microsoft Application Platform, including Microsoft SQL Server 2008 Enterprise (64-bit) running on the Windows Server 2008 Enterprise for 64-Bit Systems operating system.

Creating a BI data mart enabled the bank to gain deep insight into its business, including guidance on how to better meet customer needs. The data mart also enables branch managers and analysts to navigate reports and perform analytics without impacting the production capacity of the bank’s mainframe.

The first phase of the solution, now in operation, includes consumer banking and deposit related data, and provides consumer-related BI reporting and analytics for the bank’s headquarters and its more than 950 branch offices. The first phase includes importing the summary of about 60 million deposit-related transactions per month from various data stores within the mainframe.

The bank’s other areas of operation, including corporate, commercial, and business banking and related services probably will be integrated into the data mart in future phases.

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Bangkok Bank’s BI architecture has a multi-tier design that includes:

ETL Tier. Information from the bank’s mainframe core banking system and other sources is validated and normalized before being moved into the data mart using SQL Server 2008 Integration Services. The bank created more than 70 Integration Services packages to facilitate ETL. Imported information includes daily, weekly, and monthly deposit data and customer portfolio information. The ETL tier is hosted on the same computer as the reporting tier, an HP X7350 computer with 6 Intel processing cores and 16 gigabytes (GB) of RAM.

Database Tier. Relational data for Bangkok Bank’s BI data mart is hosted on a single instance of SQL Server 2008 Enterprise (64-bit). The database runs on an HP X7350 computer with 6 Intel processing cores and 16 GB of RAM.

Analytics Tier. The bank uses SQL Server 2008 Analysis Services to import information from its data mart to organize the information into multidimensional cubes with pre-calculated aggregation data to provide rapid answers to complex analytical queries. So far the bank has 4 data cubes, with more planned for the future. Each cube has from 6 to13 dimensions. The analytics tier is hosted on the same computer as the database.

Reporting Tier. Recurring reporting is supported using SQL Server 2008 Reporting Services, a comprehensive, server-based solution for creating, managing, and delivering real-time information to support daily operations and decisions. The bank has about 60 recurring reports that can be used by about 1,000 users, including executives, analysts, and branch managers. Ad hoc reporting is performed using Microsoft Excel 2007 to query the multidimensional data cubes. Reporting Services was also used to create dashboard displays with key performance indicators (KPIs). The reporting tier is hosted on the same computer as the ETL tier.

Presentation Tier. Users access the site using a browser, supported by Microsoft Internet Explorer 7, and making use of dynamic security protection. Dynamic security protection was developed for use with Analysis Services to enable matching data provided in query responses to the user’s authority. User authentication is managed using Windows Authentication and Active Directory.

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* With a high level of expertise and dedication to appropriately staffing the project, Microsoft Services provided great value and did an exceptional job. *

K. Piyamart Kumsaikaew
IT Team Lead, Bangkok Bank

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Bangkok Bank’s BI solution, including creation of ETL packages, recurring reports, KPI dashboards, multidimensional cubes and dimensions, and related elements, was designed and deployed over a period of 8 months by a team that included 3 of the bank’s IT staff and 3 consultants from Microsoft Services, the consulting and enterprise support division of Microsoft.

“Microsoft Services helped us with everything related to the implementation and development of our BI solution, using the latest, cutting-edge Microsoft technology including the architecture and implementation, data analysis, modeling, and training as well as knowledge transfer to our operations team,” says K. Piyamart Kumsaikaew, IT Team Lead at Bangkok Bank. “With a high level of expertise and dedication to appropriately staffing the project, Microsoft Services provided great value and did an exceptional job.”

Benefits

Deploying its BI data mart provided Bangkok Bank with faster reporting than it had ever experienced with its manual reporting processes, and provided decision makers with a better view of the business and deeper customer knowledge. The flexible ad hoc reporting enabled by the BI data mart makes it easier for executives to get the exact information they need to guide planning and strategic decisions.

Faster Reporting

Bangkok Bank executives, analysts, and branch managers are benefiting from the faster report delivery they have experienced since the launch of the new BI solution. Generating reports on daily deposit and related metrics used to be a manual process.

“We didn’t have a reporting solution prior to deploying the data mart and Reporting Services,” says K. Sathita. “We created the reports manually. We received raw data from our Management Accounting group, who checked data for correctness and our team did all reporting and analysis by copying and pasting mainframe data into spreadsheets using Microsoft Excel.”

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* KPIs are like a road map. They provide an indication of where we are now and how far we need to go to reach our destination. *

K. Sathita Uthaisri
Project Manager for BU Finance Metropolitan, Bangkok Bank

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Creating reports manually used to require about a dozen employees, dedicating 60 percent of their time, or the equivalent of about 7 full-time employees. Despite their efforts, reports typically arrived in the afternoon of the following day.

With Reporting Services, about 60 different reports are generated automatically, giving executives, analysts, and branch managers faster access to the information they need, and a better view into their business, while freeing up the time of employees who used to create the reports manually.

“Reporting Services helps us deliver timely and relevant information to executives and branch managers, helping them to better manage in the dynamic environment in which banks operate,” K. Sathita says.

Better View of the Business

The reports Bangkok Bank automatically generates using Reporting Services and its BI data mart have given the bank a better view into its business. The information that has been made available from the BI data mart has been much appreciated by the bank, from corporate headquarters to all of its branches.

“Our teams serve information to both upstream and downstream internal customers,” K. Sathita says. “Our upstream customers, meaning those at corporate headquarters, include senior management, department heads, and centralized teams and analysts. Downstream customers include the managers for our more than 950 branches. Combining all of these users we have about 1,000 people who need access to Retail Banking reports and analytics, and the number of users is growing.”

The bank uses Reporting Services to create dashboards that provide rich visual displays of key performance indicators. Users can dive deeper into the selected dashboard information, seamlessly leading to the related analytic reports which access the data cubes created using SQL Server Analysis Services. This combination of dashboard immediacy, and the depth of analytical information that can be pulled from the BI data mart, has been a big hit with Bangkok Bank executives, analysts, and branch managers.

“Ultimately, we believe that BI could lead Bangkok Bank employees to an alternative approach to work and information use,” K. Piyamart says. “Traditionally, business users receive too many detailed reports, and they lack a summary report providing an at-a-glance perspective on current status. The BI solution can integrate with virtually any related data source systems and we can use our dashboards to visually present critical data in summary along with seamless access to the supporting information.”

Branch managers gain insight into how their operations are doing compared to other branches, and into how specific product offerings are performing.

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* With our SQL Server BI Deployment we’ve gained better customer relationship data, which enables us to provide better service, including introduction of new retail banking products. All of this helps to increase our sales and profits. *

K. Sathita Uthaisri
Project Manager for BU Finance Metropolitan, Bangkok Bank

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“Our BI solution, including the dashboards, will enable branch managers to better analyze their performance, and inform their strategic planning,” K. Sathita says. “Branch managers are gaining tools that weren’t available when our reports were created manually. They now can easily gauge the performance of their branch across a number of metrics, and senior executives can see how services and product performance varies by branch or by region.”

The KPI displays of the Reporting Services dashboards have proven especially popular. “KPIs are like a road map,” K. Sathita says. “They provide an indication of where we are now and how far we need to go to reach our destination. The better the information we gather, the more valuable it is in helping our managers to react to market situations and to make strategic plans.”

Deeper Customer Knowledge

The reports and analytics Bangkok Bank pulls from its BI data mart provide bank executives, analysts, and branch managers with a customer knowledge that helps guide strategic decisions. BI has become more important as the banking industry has become more competitive.

“Over the years, demand for more reports and analytics has increased significantly due to the intense competition in Thailand retail banking,” K. Sathita says. “Within our Finance Business Unit, our duty is to produce up-to-date reports and deep analytic tools to support decision making. With our SQL Server BI deployment we’ve gained better customer relationship data, which enables us to provide better service, including introduction of new retail banking products. All of this helps to increase our sales and profits.”

BI information is used to help analysts and branch managers to identify cross-selling opportunities and to enhance the effectiveness of their cross-selling efforts, especially with their high-net-worth customers. Cross-selling opportunities can be identified by analyzing data to see which combination of banking products are most used by different demographic groups, and then identifying which customers have one product, but not the others.

Data mart information can be used to strengthen customer retention. “The information available to branch managers now comes faster and is more extensive than what we could provide with our manual reporting,” K. Sathita says. “Branch managers can better serve the needs of all of their customers. The information also will help them to identify their most valuable customers and determine the best way to meet their needs.”

Flexible Ad Hoc Reporting

Prior to deploying their BI data mart, it was difficult and time-consuming to obtain custom ad hoc reports. Ad hoc reports needed to be defined and requested from IT. “Especially with complex ad hoc requests it could take a lot of time searching through various files, extracting required data, and creating formulas to meet the needs of the ad hoc reports,” K. Piyamart says. “Our SQL Server BI solution enables users to create their own ad hoc reports. We believe that giving decision makers the ability to efficiently and effectively obtain the exact data they need could lead to better performance management and business response.”

Summary

In summary, Bangkok Bank has used its BI data mart to provide its executives, analysts, and branch managers with the reporting and analytic resources required to continually enhance the services it provides to customers.

Microsoft Server Product Portfolio

For more information about the Microsoft server product portfolio, go to:
www.microsoft.com/servers/default.mspx

For More Information

For more information about Microsoft products and services, call the Microsoft Sales Information Center at (800) 426-9400. In Canada, call the Microsoft Canada Information Centre at (877) 568-2495. Customers in the United States and Canada who are deaf or hard-of-hearing can reach Microsoft text telephone (TTY/TDD) services at (800) 892-5234. Outside the 50 United States and Canada, please contact your local Microsoft subsidiary. To access information using the World Wide Web, go to:
www.microsoft.com

For more information about Microsoft Services products and services, visit the Web site at: 
www.microsoft.com/microsoftservices

For more information about Bangkok Bank products and services, visit the Web site at:
www.bangkokbank.com

This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Solution Overview



Organization Size: 2500 employees

Organization Profile

Bangkok Bank is the largest commercial bank in Thailand, with approximately U.S. $53 billion in total assets. The bank employs more than 19,000 people across more than 950 branch offices.


Business Situation

The bank needed a better way to extract reports from its mainframe core banking system to gain business intelligence (BI) to guide strategic decision making.


Solution

Bangkok Bank created a BI data mart using the Microsoft Application Platform, including Microsoft SQL Server 2008 Enterprise (64-bit).


Benefits

  • Faster reporting
  • Better view of the business
  • Deeper customer knowledge
  • Flexible ad hoc reporting


Hardware
  • HP X7350 computers with 6 Intel processing cores and 16 GB of RAM


Software and Services
  • Windows Server 2008 Enterprise
  • Microsoft SQL Server 2008 Enterprise
  • Microsoft Office Excel 2007
  • Microsoft Services
  • BMC - Business Intelligence
  • Windows Internet Explorer 7
  • Active Directory Directory Services
  • Microsoft SQL Server 2008 Analysis Services
  • Microsoft SQL Server 2008 Integration Services
  • Microsoft SQL Server 2008 Reporting Services

Vertical Industries
Banking

Country/Region
Thailand

Business Need
Cloud & Server Platform

IT Issue
Identity, Security and Access Management

Languages
English

Partner(s)
Microsoft Services

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