Success Story

Tinkoff Tames the Big Data Bear, Innovates

at Lower Cost with Informatica
“Informatica helps Tinkoff deliver
on the business expectations no
matter how fast data volumes
grow, how complex the data
model is and whichever data
sources need to be integrated.
By harnessing big data across
the bank, Tinkoff is now uniquely
positioned to target, acquire and
retain more customers.”

Sergey Sotnichenko
Head of Data Warehousing

Tinkoff Bank burst onto the Russian Simultaneously, Tinkoff must rigorously
financial services market in 2006 monitor risk. A growing appetite among
with a mission to reinvent the way Russian consumers for credit services
retail customers engage with banks. paired with turbulence in the domestic
Tinkoff Bank operates a disruptive, economy raises the threat of consumer Overview
Internet-only business model which debt default. To address this issue, TCS Group Holding PLC, including Tinkoff
has seen the bank become a top two Tinkoff needed to accurately calculate Bank and Tinkoff Insurance, is an innovative
credit card issuer in Russia in less than credit risk on every prospective provider of online retail financial services
10 years. The bank’s product range borrower— at the point of application operating in Russia through a high-tech
includes credit, debit and prepaid —to maintain a high quality, sustainable branchless platform.
cards, deposits, co-branded cards, and customer portfolio. Business & Technology Challenges
agent-based mortgage products. With
• Maintain rapid growth in online banking
its special focus on mobile business,
the bank offers mobile applications for
Committed to Making services and combat competitive threats
• Minimize business risk in credit portfolio
customers and non-customer alike. 100% of Data Available • Unstructured data growth rapidly

The bank’s five-year strategy has the for Decision Making consuming capacity of the EDW

ambition of becoming a financial Benefits

One of Tinkoff’s goals is to ensure 100%
marketplace where customers can • Improved marketing effectiveness, leading
of the bank’s data is available to ad hoc
shop not only for our products, but also in some cases to a 10-fold increase in
reporting, executive dashboards and conversion rates
for those of our partners. predictive analytics. The challenge for • Lower business risk through near real-
Traditional ‘brick and mortar’ competi- Tinkoff is how to rapidly integrate and time, transparent view of every customer’s
tors are not sitting idle though, they are analyse huge volumes of structured, risk profile
semi-structured and unstructured big • Enabled innovative, customer-centric
fighting back with competitive deals and
data required for decision making. services to reach the market more quickly
their own online banking propositions. • Increased business productivity, allowing
In an increasingly saturated Russian The company has historically relied business users to analyze data without
financial services market, Tinkoff Bank solely on a high performance enterprise developer intervention
needs to work hard to innovate the next data warehouse (EDW) to support • Enabled Tinkoff to launch data pipelines
generation of digital services, reduce up to five times more quickly than hand-
reporting and analytics. However, to
costs, win new customers and maintain coding Integrated data on a seamlessly
optimize the utilization of the EDW and scalable basis, including from mobile and
the loyalty of existing ones. acquire the scalability and efficiency Web sources
necessary to support the fast-growing environment, reusable business rules • Increased business and IT
volumes and variety of unstructured and collaboration tools within the collaboration: Marketing and Risk
data, Tinkoff is developing a Hadoop Informatica solution help integrate teams, for instance, immediately
data lake to augment the EDW. vast volumes (currently 150 terabytes) access data via self-service BI tools
Examples of desired unstructured data of semi-structured and unstructured like SAS Enterprise Guide and SAP
include clickstream data from Tinkoff. data on Hadoop from the real-time Business Objects; they don’t need to
ru, millions of daily transactions from billing platform, mobile applications, engage a developer to help access
application logs and external data sets the bank’s website and other sources. and interpret complex data structures
like third-party credit scores. The solution also easily integrates in Hadoop.
the traditional structured data from
“The raw data was not accessible for • Enterprise scalability: Analysis now
Greenplum and Oracle database
analytics,” Sergey Sotnichenko, head of can quickly add new data from
sources (currently 30 terabytes) into the
data warehousing at Tinkoff explains. mobile, web and other unstructured
Hadoop data lake.
“As a result, we had to pre-process application sources because of
this semi-structured and unstructured This Informatica solution for big data is Informatica high speed connectivity
data manually, which took too long, transforming the bank’s business and IT and pre-built transformations.
absorbed data warehouse developer operations in the following ways:
resources and diminished agility.”
• Faster, more informed decision The Informatica
An example from the marketing front-
line puts the problem into sharp focus.
making: Tinkoff’s marketing
department has experienced a 10-
Advantage
Sotnichenko says, “The biggest issue fold increase in conversion rates for Tinkoff chose Informatica over other
prompting our big data agenda was the certain marketing upsell campaigns vendors based on the unified nature
need to understand our target audience. based on improved analytical of the data management platform,
Imagine, for example, the marketing intelligence on the target audience. proven connectivity, end to end lineage
department wanted to build a demand- and ease of use. The platform works
• Mitigated business risk: The risk seamlessly with emerging technologies
generation campaign for mortgages.
management team now relies on and strong customer references
First they needed to identify prospects
a complete, near real-time view of demonstrated a partnered approach
querying the Tinkoff site for mortgage
each prospect’s credit risk profile to to success. “Informatica helps Tinkoff
information, and understand prospect
determine viability for credit before deliver on the business expectations
profiles. They then need to connect
the loan, mortgage or other financial no matter how fast data volumes
via each prospect’s preferred channel:
instrument is approved. grow, how complex the data model is
a banner advertisement or email. We
struggled to store, process and act • Accelerated project delivery with and whichever data sources need to
upon the big data sets that held this lower total cost of ownership: It be integrated,” says Sotnichenko. “By
intelligence.” recently took just one month for the harnessing big data across the bank,
bank to define project requirements, Tinkoff is now uniquely positioned
to target, acquire and retain more
Integrating Big Data complete a pilot and provide data
customers.”
for analysis because the graphical
For Improved Customer development, self-documentation Sotnichenko is also very positive
Engagement and Risk and collaborative features of concerning the advice and support
Informatica Big Data Management
Detection Tinkoff to launch production-ready
provided by the local Informatica
partner, DIS Group. “It was impeccable
Tinkoff sought to leverage existing data pipelines up to five times more sales execution,” he says. “A complex
Informatica resources to rapidly quickly than hand-coding allows. pilot project was executed by DIS Group
integrate and manage data as in less than two weeks. Their first line
• Reduced technical risk: The metadata
they adopted Hadoop. Tinkoff has support was immensely valuable during
management and lineage tracking
standardized on Informatica’s Big both the implementation and after the
capabilities of Informatica Big Data
Data Management solutions to production go-live.”
Management solutions allow Tinkoff
efficiently integrate any type of data
to proactively access the impact of
on Hadoop, based on a unified data
planned changes to the EDW.
model. The visual development
About Tinkoff Bank bank in Russia. In 2015, Global Finance also for those of our partners.The 9M
magazine and Banki.ru portal presented 2015 IFRS net income of the Group
Tinkoff Bank is an innovative provider Tinkoff Bank with the Best Internet amounted to RUB 0.9 bn.
of online financial services operating in Retail Bank in Russia award. In 2014
Russia through a high-tech branchless As at 1 November 2015, the bank was
and 2013, Tinkoff mobile bank app was
platform. The bank was founded in the second largest player in the Russian
recognised the best by Deloitte, and
2006 by a Russian entrepreneur Oleg credit card market, with a market share
in 2014, the internet bank of Tinkoff
Tinkov. The bank’s product range of 7.7%. As at 1 December 2015, the
Bank was deemed the most effective
includes credit, debit and prepaid cards, bank issued over 5.4 m credit cards.
in Russia by Markswebb Rank & Report
deposits, co-branded cards, and agent- The bank is well capitalised: its CBR N1
agency. Tinkoff Bank is a member of
based mortgage products. With its total capital ratio stood at 13% as at 1
the deposit insurance system (the
special focus on mobile business, the December 2015. In 2013, Tinkoff Bank
system guarantees each depositor of
bank offers mobile applications both was recognised as the Bank of the Year
member banks a payout of RUB 1.4
for its customer base (Mobile Bank) and the most profitable bank in Russia
mln on deposits and current accounts,
and beyond it (Traffic Fines, MoneyTalk, by the Banker magazine, the world’s
including interest income).
Card 2 Card instant money transfers). premier banking and finance resource,
published by the Financial Times Group.
The bank’s five-year strategy has the About the Group In 2015, the Global Finance magazine
ambition of becoming a financial named Tinkoff Bank as the Best
TCS Group Holding PLC is an innovative
supermarket where customers can Internet Retail Bank in Russia.
provider of online retail financial
shop not only for our products, but also
services operating in Russia through a
for those of our partners.
high-tech branchless platform. In order
As at 1 November 2015, the bank was to support its branchless platform, the Solution
the second largest player in the Russian Group has also developed a “smart • Informatica Big Data Management
credit card market, with a market share courier” network covering almost 600 integrates any type of data on Hadoop;
of 7.7%. As at 1 December 2015, the cities and towns in Russia which allows no specialized coding required to scale
bank issued over 5.4 m credit cards. next day delivery to many customers. performance
• Works with both emerging technologies
The bank is well capitalised: its CBR N1 Tinkoff Bank’s product range includes and traditional data management
total capital ratio stood at 13% as at 1 credit, debit and prepaid cards, infrastructures
December 2015. The 9M 2015 IFRS net deposits, co-branded cards, and agent- • Build transformation logic once and
income of the parent company, TCS based mortgage products. With its adopt new technologies quickly, without
special focus on mobile business, the rebuilding data pipelines
Group Holding PLC, which includes
Tinkoff Bank and the insurance bank offers mobile applications both Inside the Solution
company Tinkoff Insurance, amounted for its customer base (Mobile Bank)
• Informatica Big Data Management
to RUB 0.9 bn. and beyond it (Traffic Fines, MoneyTalk, • Informatica PowerCenter
Card 2 Card instant money transfers). • Informatica Metadata Manager
In 2013, The Banker magazine, the • Informatica Business Glossary
world’s premier banking and finance The Group’s five-year strategy has • Informatica Global Customer Support
resource and Financial Times Group the ambition of becoming a financial
member, named Tinkoff Bank the Bank supermarket where customers can
of the Year and the most profitable shop not only for our products, but

Digital transformation is changing our world. As the leader in enterprise cloud data management, we’re prepared to help you intelligently lead the way. To provide you
with the foresight to become more agile, realize new growth opportunities or even invent new things. We invite you to explore all that Informatica has to offer—and
unleash the power of data to drive your next intelligent disruption. Not just once, but again and again.

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