Professional Documents
Culture Documents
Analytics The Real-World Use of Big Data in Financial Services
Analytics The Real-World Use of Big Data in Financial Services
Our newest global research study, “Analytics: the real world Big data is especially promising and differentiating for financial
use of big data,” finds that executives are recognizing the services companies. With no physical products to manufacture,
opportunities associated with big data.1 But despite what seems data – the source of information – is one of arguably their most
like unrelenting media attention, it can be hard to find important assets. The business of banking and financial
in-depth information on what financial services firms are really management is rife with transactions, conducting hundreds of
doing. In this industry-specific paper, , we will examine how millions daily, each adding another row to the industry’s
banking and financial markets industry firms view big data immense and growing ocean of data. So the question for many
– and to what extent they are currently using it to benefit their of these firms remains how to harvest and leverage this
businesses. The IBM Institute for Business Value partnered information to gain a competitive advantage?
with the Saïd Business School at the University of Oxford to
conduct the 2012 Big Data @ Work Survey, the basis for our We found that 71 percent of these banking and financial
research study, surveying 1144 business and IT professionals in markets firms report that the use of information (including big
95 countries, including 124 respondents from the banking and data) and analytics is creating a competitive advantage for their
financial markets industries, or 11 percent of the global organizations, compared with 63 percent of cross-industry
respondent pool. respondents. Compared to 36 percent of banking and financial
markets companies that reported an advantage in IBM’s 2010
New Intelligent Enterprise Global Executive Study and
Research Collaboration, this is a 97 percent increase in just
two years (see Figure 1).2
2 Analytics: The real-world use of big data in financial services
2011 Further, the study found that banking and financial services
69% organizations are taking a business-driven and pragmatic
58% approach to big data. The most effective big data strategies
identify business requirements first, and then leverage the
2010
97% existing infrastructure, data sources and analytics to support
36% increase the business opportunity. These organizations are extracting
37%
new insights from existing and newly available internal sources
Banking and Financial Markets respondents (n = 124) of information, defining a big data technology strategy and
Global respondents (n = 1144) then incrementally extending the sources of data and
Source: Analytics: The real-world use of big data, a collaborative research study by infrastructures over time.
the IBM Institute for Business Value and the Saïd Business School at the University
of Oxford. © IBM 2012
Organizations are being practical about
Figure 1: Financial services companies are outpacing their cross- big data
industry peers in their ability to create a competitive advantage from
analytics and information.
Our Big Data @ Work survey confirms that most organizations
are currently in the early stages of big data planning and
development efforts. Banking and financial markets companies
At the same time, these firms are dealing with a very diverse
are on par with the global pool of cross-industry counterparts.
and demanding customer base that insists on communicating
While 26 percent of banking and financial markets companies
and transacting business in new and varied ways, any time of
are focused on understanding the concepts (compared with 24
the day or night. While the banking industry’s structured
percent of global organizations), the majority are either:
customer data is growing in size and scope, it is the world of
defining a roadmap related to big data (47 percent) or already
unstructured data that is emerging as an even larger and more
conducting big data pilots and implementations (27 percent,
important source of customer insight. Investment bankers,
see Figure 2).
financial advisors, relationship managers, loan officers and
countless other front-office employees must have ready access
to detailed product and customer information in order to make
better and more informed decisions, while also supporting
regulatory and compliance reporting requirements.
IBM Global Business Services 3
Source: Analytics: The real-world use of big data, a collaborative research study by Big data objectives
the IBM Institute for Business Value and the Saïd Business School at the University
of Oxford. © IBM 2012
Global
49% 18% 15% 14%
1. Customer analytics are driving big data initiatives Figure 3: More than half of big data efforts underway by financial
When asked to rank their top three objectives for big data, service companies are focused on achieving customer-centric
outcomes.
55 percent of the banking and financial markets industry
respondents with active big data efforts identified customer-
centric objectives as their organization’s top priority (compared
to 49 percent of global respondents, see Figure 3).
4 Analytics: The real-world use of big data in financial services
For example, one of the largest banks in the Singapore- 2. Big data is dependent upon a scalable and
Malaysia markets has been widely successful with its customer- extensible information foundation
focused big data initiatives. The Oversea-Chinese Banking The promise of achieving significant, measurable business
Corporation (OCBC) analyzed historic customer data to value from big data can only be realized if organizations put
determine individual customer preferences. It designed an into place an information foundation that supports the rapidly
event-based marketing strategy that focused on a large volume growing volume, variety and velocity of data. We asked
of coordinated, personalized marketing communications across respondents with current big data projects to identify the
multiple channels and touch points including email, call current state of their big data infrastructures. Only slightly
centers, branches, ATMs, direct mail, text messages and 3G more than half of banking and financial markets companies
mobile banking.4 reported having integrated information, although 87 percent
say they have the infrastructure required to manage this
Today, using marketing algorithms atop a sophisticated growing volume of data (see Figure 4).
analytics infrastructure, OCBC more precisely targets
customers based on their activity, yielding double- and The inability to connect data across organizational and
triple-digit percentage increases in key customer performance department silos has been a business intelligence challenge for
metrics since the program began in 2005. OCBC achieved a years, especially in banks where mergers and acquisitions have
positive return on investment (ROI) on its implementation created countless and costly silos of data. This integration is
within 18 months.5 To date with these campaigns, OCBC has even more important, yet much more complex, with big data.
experienced a 45 percent increase in overall conversion rates About a third of bankers reported Hadoop and stream
and 60 percent increase in cross-sales. Overall, campaign computing pilots underway, and market activity suggests the
revenues have increased by more than 400 percent. The bank pace continues to pick up. Where bankers lag, such as in the
has also increased its overall marketing productivity and is use of NoSQL engines and analytic accelerators, reflects the
running over 1,200 campaigns a year – 12 times more than it strong skills already in place based on the industry’s long
did before its enterprise marketing management system was history with business intelligence (e.g. SQL programmers) and
installed.6 quantitative modeling.
In addition to customer-centric objectives, almost a quarter of In other key big data infrastructure components, such as
the banking and financial markets companies (23 percent) with high-capacity warehouse, columnar databases, security,
active big data pilots and implementations are targeting ways governance and optimization engines, banking and financial
to enhance enterprise risk and financial management. These markets companies are mostly on par with their cross-
organizations are using big data to optimize return on equity, industry peers.
combat fraud and mitigate operational risk while achieving
regulatory and compliance objectives.
IBM Global Business Services 5
Where banks and financial markets firms lag behind their 57%
Emails
cross-industry peers is in using more varied data types within 65%
their big data pilots and implementations. Slightly more than 43%
one in five (21 percent) of these firms is analyzing audio data Social media
27%
– often produced in abundance in retail banks’ call centers
42%
– while slightly more than one in four (27 percent) report Sensors
analyzing social data (compared to 38 percent and 43 19%
geospatial location data (7 percent), voice data (10 percent), Source: Big Data @ Work survey, a collaborative research survey conducted
video (7 percent) or streaming data (6 percent). While the by the IBM Institute for Business Value and the Saïd Business School at the
University of Oxford. © IBM 2012
hardware and software in these areas are maturing, the skills
are in short supply. Additionally, banks are still struggling to Figure 6: Financial services companies lag behind their cross-
monetize these capabilities. industry peers in key analytics capabilities.
8 Analytics: The real-world use of big data in financial services
The current pattern of big data adoption highlights banking • Educate – Building a base of knowledge: 26 percent of
and financial markets companies’ hesitation, but confirms banking and financial markets respondents
interest too • Explore – Defining the business case and roadmap: 47
percent of banking and financial markets respondents
To better understand the big data landscape, we asked • Engage – Embracing big data: 23 percent of banking and
respondents to describe the level of big data activities in their financial markets respondents
organizations today. The results suggest four main stages of • Execute – Implementing big data at scale: 3 percent of
big data adoption and progression along a continuum that we banking and financial markets respondents.
have identified as Educate, Explore, Engage and Execute. For a At each adoption stage, the most significant obstacle to big
deeper understanding of each adoption stage, please refer to
the global version of this study (see Figure 7).
Source: Analytics: The real-world use of big data, a collaborative research study by the IBM Institute for Business Value and the Saïd Business School at the University of
Oxford. © IBM 2012
Figure 7: Most financial service companies are either developing big data strategies or pilots, but few have moved to embedding those
analytics into operational processes.
IBM Global Business Services 9
data efforts reported by banking and financial markets firms is To effectively cultivate meaningful relationships with their
the gap between the need and the ability to articulate customers, banking and financial markets companies must
measurable business value. Executives must understand the connect with them in ways their customers perceive as
potential or realized business value from big data strategies, valuable. The value may come through more timely, informed
pilots and implementations. Organizations must be vigilant in or relevant interactions; it may also come as organizations
articulating the value, forecasted based on detailed analysis improve the underlying operations in ways that enhance the
when needed and tied to pilot results where possible, for overall experience of those interactions.
executives to commit to the investment in time, money and
human resources necessary to progress their big data Banking and financial markets companies should identify the
initiatives. processes that most directly interact with customers, then pick
one and start. Even small improvements matter as they often
Recommendations: Cultivating big data provide the proof points that demonstrate the value of big data,
adoption and the incentive to do more. Analytics fuels the insights from
IBM analysis of our Big Data @ Work Study findings provided big data that are increasingly becoming essential to creating
new insights into how banking and financial markets the level of depth in relationships that customers expect.
companies at each stage are advancing their big data efforts.
Define big data strategy with a business-centric
Driven by the need to solve business challenges, in light of
blueprint
both advancing technologies and the changing nature of data,
A blueprint encompasses the vision, strategy and requirements
banking and financial markets companies are starting to look
for big data within an organization. It is critical to aligning the
closer at big data’s potential benefits. To extract more value
needs of business users with the implementation roadmap of
from big data, we offer a broad set of recommendations
IT. A blueprint defines what organizations want to achieve with
tailored to banks and financial markets firms.
big data to help ensure pragmatic acquisition and use of
resources.
Commit initial efforts to customer-centric outcomes
It is imperative that organizations focus big data initiatives on
An effective blueprint defines the scope of big data within the
areas that can provide the most value to the business. For most
organization by identifying the key business challenges
banking and financial markets companies, this will mean
involved, the sequence in which those challenges will be
beginning with customer analytics that enable better service to
addressed, and the business process requirements that define
customers as a result of being able to truly understand
how big data will be used. It is not meant to “boil the ocean,”
customer needs and anticipate future behaviors. Financial
but rather to serve as the basis for understanding the needed
institutions use these insights to generate sales leads, enhance
data, tools and hardware, as well as relevant dependencies. The
products, take advantage of new channels and technologies (for
blueprint will guide the organization to develop and
example, mobile), adjust pricing and improve customer
implement its big data solutions in pragmatic ways that create
satisfaction.
sustainable business value.
10 Analytics: The real-world use of big data in financial services
For banking and financial markets organizations, one key step Build analytics capabilities based on business
in the development of the blueprint is to engage business priorities
executives early in the development process, ideally while the The unique priorities of each financial institution should drive
company is still in the Explore stage. For many banking and the organization’s development of big data capabilities,
financial markets organizations, engagement by a single especially given the tight margins and regulatory compliance
C-suite executive is sufficient. But more diversified companies requirements that most banks and financial markets firms face
may want to tap a small group of executives to cross today. The upside is that many big data efforts can
organizational silos and develop a blueprint that reflects a concurrently reduce costs and increase revenues, a duality that
holistic view of the company’s challenges and synergies. can bolster the business case and offset necessary investments.
Start with existing data to achieve near-term results For example, several financial institutions leverage customer
To achieve near-term results while building the momentum insights gleaned from big data to design marketing activities,
and expertise to sustain a big data program, it is critical that execute campaigns and capture sales leads across all channels,
banking and financial markets companies take a pragmatic product lines and customer segments. This can improve
approach. As our respondents confirmed, the most logical and relationships and lower the cost of operations while increasing
cost-effective place to start looking for new insights is within revenues. Others are using big data technologies to enable data
the organization’s existing data store, leveraging the skills and integration across channels. This positions them to provide
tools most often already available. superior and consistent channel user experience, improve
customer satisfaction and reduce costs.
Looking internally first allows organizations to leverage their
existing data, infrastructure and skills, and to deliver near-term Banking and financial markets companies should focus on
business value while gaining important experience as they then acquiring the specific skills needed within their own
consider extending existing capabilities to address more organizations, especially those that will increase their ability to
complex sources and types of data. While most organizations analyze unstructured data and visually represent it to be more
will need to make investments that allow them to handle either consumable to business executives.
larger volumes of data or a greater variety of sources, this
approach can reduce investments and shorten the timeframes Create a business case based on measurable
needed to extract the value trapped inside the untapped outcomes
sources. It can accelerate the speed to value and enable To develop a comprehensive and viable big data strategy and
organizations to take advantage of the information stored in the subsequent roadmap requires a solid, quantifiable business
existing repositories while infrastructure implementations are case. Therefore, it is important to have the active involvement
underway. Then, as new technologies become available, big and sponsorship from one or more business executives
data initiatives can be expanded to include greater volumes and throughout this process. Equally important to achieving
variety of data. long-term success is strong, ongoing business and IT
collaboration.
IBM Global Business Services 11
To compete in a consumer-empowered economy, it is To learn more about this IBM Institute for Business Value
increasingly clear that banks and financial markets firms must study, please contact us at iibv@us.ibm.com. For a full catalog of
leverage their information assets to gain a comprehensive our research, visit: ibm.com/iibv
understanding of markets, customers, channels, products,
regulations, competitors, suppliers, employees and more. Subscribe to IdeaWatch, our monthly e-newsletter featuring
Financial institutions will realize value by effectively managing the latest executive reports based on IBM Institute for Business
and analyzing the rapidly increasing volume, velocity and Value research. ibm.com/gbs/ideawatch/subscribe
variety of new and existing data, and putting the right skills and
tools in place to better understand their operations, customers Access IBM Institute for Business Value executive reports on
and the marketplace as a whole. your tablet by downloading the free “IBM IBV” app for iPad or
Android.
12 Analytics: The real-world use of big data in financial services
IBM, the IBM logo and ibm.com are trademarks or registered trademarks
of International Business Machines Corporation in the United States, other
countries, or both. If these and other IBM trademarked terms are marked
on their first occurrence in this information with a trademark symbol (® or
™), these symbols indicate U.S. registered or common law trademarks
owned by IBM at the time this information was published. Such trademarks
may also be registered or common law trademarks in other countries. A
current list of IBM trademarks is available on the Web at “Copyright and
trademark information” at ibm.com/legal/copytrade.shtml
Portions of this report are used with the permission of Saïd Business School
at the University of Oxford. © 2013 Saïd Business School at the University
of Oxford. All rights reserved.
Please Recycle
GBE03555-USEN-02