S P S S

1
SPSS
impleresentationavesanity

• Kaenan Hertz, PhD
• Dir. CRM and Market Intelligence
• khertz_at_salliemae.com

2
Sallie Mae

• 1 for education loans
• 105b in student loans
• 7 million borrowers

3
How Much We Do
_at_

• 10-12 million emails per month
• 40-60 email campaigns
• 5-10 direct mail/telephone lists
• 50-75 ad hoc report requests

4
The Big Boss
Mark Overend SVP E-Commerce
5
What I showed him
6
Real Question

• Wheres the ROI in the previous analysis?

7
What Marks Boss Asks
Al Lord Chairman and Former CEO
8
How SPSS helps us with our ROI

• Provides quick and simple tools for analysis and
  presentation
• Simplifies our work flow
• Allows for easy automation of repetitive tasks
• Helps uncover insights into data that were
  previously hidden
• Improves profitability of products and helps
  identify ways to decrease servicing costs

9
Sample Uses of SPSS Analytics
10
Simple Problem Which offer responded better?
11
PowerPoint Example Old World
12
Response Analysis New World
13
Advanced Analyses
14
Servicing Costs
15
Messy Information
199.72.53.87 moses 10/18/2003143456
0500 GET /search.jsp?termsallie mae home
loans HTTP/1.0 200 1876 http//www.yahoo.com/
Mozilla/4.0 uid12345 session55443 250
Raw Web data
r57.cinet.com - fa608 10/18/2003143456 0500
"GET /stock_quote.jsp?symbolSLM HTTP/1.0" 200
29413 "-" "Mozilla/3.01C-KIT (Win95 U)" "403"
"403-3" 2898
Salliemae.com - ev6400 10/18/2003143456
0500 "GET / HTTP/1.0" 200 27432 "-"
"Mozilla/2.0 (compatible MSIE 3.01 Windows 95)"
"739" "739-4" 141
27.iquest.net - fb8701 10/18/2003143456
0500 "GET / HTTP/1.0" 200 0 "-" "Mozilla/4.0
(compatible MSIE 4.0 Windows NT)" "193" "193-3"
100
16
Simplify
http//www.salliemae.com/MYL/pay/select.html?dtd_c
ellabc
Manage Loan
Pay
Method
Dtd_cell
17
Web Mining for Clem
18
Directed Web Plot
19
Present Strong Bonds
20
Activity Plots Simplify
21
Clem Saves Sanity
22
What We Learned

• SPSS helps provide quick answers
• Simple to implement SPSS
• Saves time and effort

23
ROI Conclusions

• SPSS Base implementation paid for itself
  immediately
• CLEMENTINE implementation costs covered with 1
  campaign
• Webmining for CLEMENTINE showed value within 1
  week

24
Further Information
Kaenan Hertz, PhD Sallie Mae khertz_at_salliemae.com
703.810.3000