Royal Bank of Canada Uses Esperant to Unlock Marketing Data
The Bank’s Business Banking Relationship Marketing Division chooses Speedware’s technology to access and analyze customer data
The Royal Bank of Canada is Canada’s premier global financial services group with leading market shares in personal and business banking, corporate and investment banking, and wealth management. As one of North America’s largest financial institutions, Royal Bank and its key subsidiaries Royal Trust, RBC Dominion Securities, RBC Insurance and Royal Bank Action Direct have 55,000 employees who serve 10 million customers through 1,600 branches and offices in 35 countries.
Royal Bank’s Business Banking Relationship Marketing Division has recently chosen Speedware’s database query and reporting software product, Esperant, to help Royal Bank staff access and analyze data on a wide variety of marketing and customer satisfaction topics.
The Esperant Query and Reporting tool was chosen for its ease of use, and for several powerful technical capabilities such as its unique ability to generate SQL-correlated sub-queries. Also important was Esperant’s patented SQL Query Expert, which guarantees correct results by automatically validating questions as they are composed and preventing users from creating queries that would be syntactically correct but would yield meaningless answers.
Esperant allows users to query corporate databases using a point-and-click selection of phrases in the query, or by writing plain English questions, with all the technical complexities hidden from view. It combines a powerful ad hoc query and reporting tool with integrated Relational Online Analytical Processing (ROLAP) capabilities for sophisticated analysis of data from any relational database.
Esperant query results can be formatted into reports and saved in a variety of formats, such as spreadsheets, flat files, Rich Text Format files, HTML for Web publishing, or new RDBMS tables. Esperant can be used with virtually any relational database, and operates on the Windows 95 and Windows NT operating systems. The companion front end, Esperant Web Desktop, provides access to stored queries via the Internet.
Esperant’s unique Visualizer offers the benefits of data mining—without requiring further expertise. It highlights relationships, shows correlations between data elements and reveals trends, patterns or exceptions. The Visualizer is integrated with the Query System—making the process more efficient and enhancing information quality. Users don’t need to transfer data to another tool to profit from Esperant’s data mining power.
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