INTRO:

COMPANY PROFILE : With over 38 million satisfied customers and 4668 offices, PNB has
continued to retain its leadership position among the nationalized banks. The bank enjoys strong
fundamentals, large franchise value and good brand image. Besides being ranked as one of India's top
service brands, PNB has remained fully committed to its guiding principles of sound and prudent
banking.
First public sector bank to implement an Enterprise-Wide Data warehouse (EDW).

TECHNICAL CHALLENGES FACED BY PNB:
1) Addressing issue of data quality
2) Data extraction challenges
3) Data Loading challenges
4) Integration of Customer Data Quality tool with the daily ETL Load
5) Point Solutions Integration
6) Customer Relationship Management (CRM): Information of prospective customers was not
captured hence the possibility of converting such leads into actual business was very marginal.

Punjab National Bank (PNB) had certain requirements which were not being fulfilled by the existent
system:
A unified view of business-related data.
Timely data compilation.
Timely monitoring and reporting of compliance.
Adherence to statutory reporting requirements.
Steps to prevent money laundering as per BASEL committee specifications.
Structured analysis of data for informed decision-making.
Monitoring of weak performance areas.
Improved customer service.
CRM with customer profiling and segmentation.
Support of the launch of new products and services.
An integrated source to feed in various downstream point solutions which require complex data
processing.

PURPOSE OF USING DATAWAREHOUSING:
1) To leverage the bank's operational data available in multiple sources systems and give access
to data required for regulatory, statutory reporting and analytical purposes.

2) Enabling over 55,000 employees in over 4,500 locations to serve customers and conduct
regular banking duties.

3) To have a 360 degree view of its customers and MIS and to integrate data from these various
source systems .
4) Cost optimization.

5) To enable PNB to meet business challenges such as Basel II compliance for Risk Management,
increase profitability through Customer Relationship Management solution and
implementation of Anti Money Laundering safe- gaurds as per the regulatory guidelines.

6) To facilitate Decision Support System(DSS) for the management.


TECHNOLOGY PROVIDER:
Tata Consultancy Services Ltd. (TCS)
PLATFORM:
Tivoli software
WebSphere software
Information Management software

ISSUES FACED DURING DURING IMPLEMENTATION PROCESS:
1) Ensuring clean data in source systems. The bank undertook a data cleansing exercise which is
an ongoing activity.
2) The scale and complexity of the EDW project, which involved addressing the MIS and
analytical requirements of 39 divisions and in addition to implementing complex analytical
solutions made it extremely challenging.


KEY BENEFITS:
1) Achieved operational efficiency.
2) Enhanced business decision support at various levels of the bank
3) brought dispersed data under one umbrella.
4) enabled the bank to meet regulatory requirement and implement an anti-money laundering
solution (AML).With the AML, alerts regarding suspicious transactions are now generated
automatically based on the set rules and are resolved at head offices .
5) resulting CRM solution deployed across all the branches of 11 identified circles. This enabled
the marketing teams to effectively implement their strategy, making good use of higher visibility.
successfully provided an integrated solution for Risk Management, Anti-money laundering, and
Customer Relationship management for enterprise wide users.
7) EDW provided an end to end solution for Basel compliance for Risk Management Division,
covering Operational Risk, Credit Risk and Market Risk.
8) solutions for Transfer pricing mechanism and Asset Liability Management is also being
implemented.
9) given management the perspective it requires to achieve the banks vision of 15 crores
customers and business of Rs 10,00,000 crores by 2013.
10) 12 lakh man days saved per year.
11) 45,000 leads have been converted into B 1,050 crores of business.
12) Provided the support PNB required to focus on customized products and services to a specific
segment of customers.


SCOPE OF IMPLEMENTATION AND OUTPUT OF THE SYSTEM:
Two million transactions processed through the data warehouse daily.
More than 10 source systems have been integrated and data is extracted and loaded on a daily basis.
More than 20 lakh transactions are processed, loaded in base tables and summarized per day.
More than 350 reports have been published with drill down features for HO, circles and branches.
More than 40 dashboard reports are available for focussed monitoring and decision support of low-
performing branches and circles. The reports feature convenient tools such as growth graphs, growth
comparisons in percentage terms, traffic lights and pie charts.
The anti-money laundering solution has been implemented. More than 15 lakh transactions are
monitored and around 6,000 alerts have been generated for further scrutiny. Suspicious transactions
and cash transactions beyond the threshold limit are monitored and reported to statutory agencies as
required. The system also facilitates follow-up and closure of alerts.
A CRM system has been implemented in 1,024 branches.
An Operational Risk Management Solution (Operations Risk, Credit Risk and Market Risk) has been
implemented and operational risk data from all the branches and offices is captured here. Risk
assessment surveys are conducted online through the system. Advanced approach for Operational Risk
as per BASEL guidelines has been implemented.

EXTRA INFO:
The EDW project implementation was carried out in a phased manner, with separate timelines for
various solutions such as MIS, Risk Management, Anti Money Laundering, Customer Relationship
Management, ALM and Funds Transfer Pricing.
MIS and Analytics:
Enterprise-wide Logical Data Model spanning Financial and Non-Financial Data Elements of
the Bank to cover all MIS and DSS needs
MIS and DSS Requirements covering Retail Banking, International Banking, Credit
Administration, Special Assets Management, Priority Sector and Lead Banking, Inspection and
Audit, Merchant Banking, HR and Others
Financial Consolidation Balance Sheet, Profit/Loss, Revenue
Dashboard for Senior Management covering all KPIs related to Deposits, Advances, Profits,
NPAs, Priority Sector, Branch Profitability, Employee Performance across dimensions like
Product, Industrial Sector, Customer, Organisation and Time
Data Mining Infrastructure Capabilities for mathematical and statistical modeling to determine
and predict correlation, patterns, and trends among a variety of measures.
Customer Relationship Management:
Transactional CRM covering Lead Management,
Activity Management, Campaign Management, Mass Business Partner Generation, Complaints
Management, Integration with Alternate Delivery Channels like Call Centre & ATMs
Customer Analytics covering Customer Profiling, Customer Segmentation, Lead Analysis &
Cross Sell Analysis
Risk Management:
Credit Risk, Market Risk, Operational Risk
Asset Liability Management and Funds Transfer Pricing
Anti-Money Laundering
Alerts, Cases, Statutory and Regulatory Reporting.