ROI case study: SAS at ING Belgium

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ING Belgium, one of the four largest banks in Belgium, operating as a wholly-owned subsidiary of the Dutch ING Bank and part of the ING Group, achieved an ROI of 111 percent with a payback period of 23.8 months after modernizing its campaign management and customer engagement processes through the implementation of SAS Customer Intelligence 360. Specifically, ING’s implementation drove a 700 percent increase in campaign execution capacity, reduced campaign failure rates to under one percent, and boosted click through rates to 5.28 percent, with one in five sales now directly attributed to campaign actions. Beyond resolving ING’s operational challenges, this adoption has empowered the bank with a future-ready marketing infrastructure, positioning it to deliver engaging customer experiences, drive sustained innovation, and maintain a competitive edge in an evolving financial market.

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