29 June 2016
Dubai, UAE - 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."

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About SAS
SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 75,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.

SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies. Copyright © 2015 SAS Institute Inc. All rights reserved.

About RAKBANK
RAKBANK, also known as the National Bank of Ras Al Khaimah, is one of the UAE's oldest and most dynamic financial institutions. Founded in 1976, it underwent a major transformation in 2001 as it rebranded into RAKBANK and shifted its focus from purely corporate to retail and small business banking. In addition to offering a wide range of retail banking services, the Bank increased its lending in the traditional SME, Commercial, and Corporate segment in recent years. The Bank also offers Islamic Banking solutions, via RAKBANK AMAL, throughout its 35 branches and its Telephone, Online, and Mobile Banking channels. RAKBANK is a public joint stock company headquartered in the emirate of Ras Al Khaimah and listed on the Abu Dhabi Securities Exchange (ADX). For more information, please visit www.rakbank.ae or contact the Call Centre on +9714 213 0000. Alternatively, you can connect with RAKBANK via twitter.com/rakbanklive and facebook.com/rakbank.

For media enquiries, please contact the SAS press office:
Rose Manaog / Naina Chaudhary
Tel: 04 390 2960
rose.m@actionprgroup.com / naina.c@actionprgroup.com

For media enquiries:
Fatima Kloub / Tarek Kiwan
Tel: 04 291 6181
fatima.kloub@rakbank.ae / tarek.kiwan@rakbank.ae

© Press Release 2016