SAS extends partnership with RAKBANK for Analytics solutions to deliver efficient marketing strategies

Press release
Published June 29th, 2016 - 07:08 GMT
Marcel Yammine, General Manager, Gulf & Emerging Markets at SAS
Marcel Yammine, General Manager, Gulf & Emerging Markets at SAS

After the successful collaboration and implementation of anti-money laundering (AML) solution in 2015, SAS, the leader in analytics, and RAKBANK, one of the UAE’s leading banks, have expanded their strategic partnership to include the adoption of SAS Analytics. 

By employing SAS Enterprise Miner and SAS Enterprise Guide, RAKBANK will be able to build predictive models in managing its marketing campaigns that allow customers to receive relevant offers at the right time using the right channel. Based on accurate data mining using SAS Analytics tools, the Bank can enhance marketing strategies by launching targeted campaigns instead of mass promotion, SMSs and emails.

“SAS is committed to providing cutting-edge technology solutions across the international banking industry and our partnership with RAKBANK facilitates tailor-made solutions to help the bank understand its customers better and increase its business planning capacity. The goal is to help RAKBANK enhance the customer experience and lower costs while increasing customer confidence and improving overall performance. Our solutions will also enable RAKBANK to deliver customized offers in real-time leading to maximizing customer experience,” said Marcel Yammine, General Manager, Gulf & Emerging Markets at SAS.

Geoff Stecyk, Chief Operating Officer at RAKBANK, said: “Having had successful results previously with the launch of the SAS AML solutions, we look forward to working with SAS once more as this renewed partnership is in line with our commitment to adopting effective and reliable solutions where the bottom line is enhancing customer satisfaction. The SAS Analytics tool helps the Bank understand and determine client behaviors, which will assist us in making data driven business decisions and gaining analytics-based insight to accurately target the right customers and marketing campaigns, allowing us to optimize our marketing and sales revenues.” 

Background Information


SAS is a trusted analytics powerhouse for organizations seeking immediate value from their data. A deep bench of analytics solutions and broad industry knowledge keep our customers coming back and feeling confident. With SAS®, you can discover insights from your data and make sense of it all. Identify what’s working and fix what isn’t. Make more intelligent decisions. And drive relevant change.


Contact Information

Arenco Tower,
Office 708, Level 107
Dubai Internet City
P.O. Box 9262
United Arab Emirates
Fax number
+971 (0) 4 432 7220

PR Contact

Contact Name
Naina Chaudhary

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