By: Wendy Greenawalt Marketing is typically one of the largest expenses for an organization and it is also a priority to reach short- and long-term growth objectives. With the current economic environment continuing to be unpredictable, many organizations have reduced budgets and are focusing more on risk management and recovery activities. However, in the coming year, we expect to see improvements in the economy and organizations renewing their focus on portfolio growth. We expect that marketing campaign budgets will continue to be much lower than those allocated before the mortgage meltdown but organizations will still be looking for gains in efficiency and responsiveness to meet business objectives. Optimizing decisions, creation of optimized marketing strategies, is quick and easy when leveraging optimization technology.  Those strategies enable your internal resources to focus on more strategic issues. Whether your objective is to increase organizational or customer level profit, growth in specific product lines or maximizing internal resources, optimization / optimizing decisions can easily identify the right solution while adhering to key business objectives. The advanced software now available to facilitate optimizing decisions enables an organization to compare multiple campaign options simultaneously while analyzing the impact of modifications to revenue, response or other business metrics. Specifically, very detailed product offer information, contact channels, timing, and letter costs from multiple vendors — and consumer preferences — can all be incorporated into an optimization solution. Once defined, the complex mathematical algorithm factors every combination of all variables, which could range in the thousands.  These variables are considered at the consumer level to determine the optimal treatment to maximize organizational goals and constraints. In addition, by optimizing decisions and incorporating them into marketing strategies, marketers can execute campaigns in a much shorter timeframe allowing an organization to capitalize on changing market conditions and consumer behaviors. To illustrate the benefit of optimization: an Experian bankcard client was able to reduce analytical time to launch programs from seven days to 90 minutes while improving net present value. In my next blog, we will discuss how organizations can cut costs when acquiring new accounts.  

By: Wendy Greenawalt The economy has changed drastically in the last few years and most organizations have had to reduce costs across their businesses to retain profits. Determining the appropriate cost-cutting measures requires careful consideration of trade-offs while quantifying the short- and long-term organizational priorities.  Too often, cost reduction decisions are driven by dynamic market conditions, which mandate quick decision-making. Due to this, decisions are made without a sound understanding of the true impact to organizational objectives. Optimization (optimizing decisions) can be used for virtually any business problem and provides decisions based on complex mathematics. Therefore, whether you are making decisions related to outsourcing versus staffing, internal versus external project development or specific business unit cost savings opportunities, optimization can be applied. While some analytical requirements exist to obtain the highest business metric improvements, most organizations have the data available that is required to take full advantage of optimization technology.  If you are using predictive models, credit attributes and have multiple actions that can be taken on an individual consumer, then, most likely, your organization can benefit from strategies in optimizing decisions. In my next few blogs, I will discuss how optimization / optimizing decisions can be used to create better strategies across an organization whether your focus is marketing, risk, customer management or collections.  

By: Tom Hannagan While waiting on the compilation of fourth quarter banking industry results, I thought it might be interesting to relate the commercial real estate (CRE) risk management position facing commercial banks from the third quarter. CRE risk is an important consideration in enterprise risk management and for loan pricing and profitability. The slowdown in the global economy has affected CRE credit risk because of increased vacancy rates, halted development projects, and the loss of value affecting commercial properties. As CRE loans come up for renewal, many will find that there have equity deficits and that they are facing tightened credit standards. If a commercial property loan started life at 80 percent loan to value, and the property value has dropped 25 percent, the renewed loan balance will be down at least 25 percent, requiring a substantial net payoff from the borrower. This net cash payoff requirement would be tough to accomplish in good times and all-but-impossible for many borrowers in this economy. After all, the main reason for the decline in property value to begin with is its reduced cash flow performance. Following the third quarter numbers, total U.S. commercial real estate is generally estimated at $3.4 to $3.5 trillion. Commercial banks owned just over half of that debt, or about $1.8 trillion according to Federal Reserve and FDIC sources. The (possibly only) good news with that total is that commercial banks owned a relatively small share of the commercial-mortgage-backed securities (CMBS) slice of CRE exposure. CMBS assets were 21 percent of total CRE credit or $714 billion, but banks owned a total of $54 billion, which represented only 3 percent of total bank CRE assets. Unfortunately, the opposite is true for construction lending. U.S. banks, in total, had $486 to $534 billion (depending on the source) in construction and land loans, representing 27 percent to 30 percent of banks’ total CRE holdings. The true credit risk management picture is much more revealing if we cut the numbers by bank size. According to Deutsche Bank research, the largest 97 banks (those with over $10 billion in total assets) had $14.8 trillion in total assets and $1.0 trillion of the banking industry’s CRE credits.  This amounts to about 7 percent of the total assets for this group of larger banks. The 7,500 community banks, with aggregate assets of $2 trillion, had about $786 billion in CRE lending. This amounts to about 28 percent of total assets. That is roughly four times the level of exposure found in the larger banks. The 7 percent level of credit risk average exposure at the large bank group is less than their average level of equity or risk-based capital. For the banks under the $10 billion level, the 28 percent level of CRE exposure is almost three times their average equity position. The riskiest portion of CRE lending is clearly the construction and land development loans. The subtotals in this area confirm where the cumulative risk lies. Again, according to Deutsche Bank research, the largest 97 banks had $299 billion of the banking industry’s $534 billion in construction loans. Although this is 56 percent of total bank construction lending, it amounts to only 2 percent of this group’s total assets.  The 7,500 community banks had aggregate construction loans of $235 billion. This amounts to about 8.5 percent of total assets. That is a bit over four times the level of exposure found in the larger banks. The 2 percent level of construction credit risk exposure at the large bank group is one-fourth of their average level of common equity. At banks under the $10 billion level, the 8.5 percent level of CRE exposure, compared to total assets, is about the same as their average equity position. According to Moody’s, bank have already taken about $90 billion in net loan losses in CRE assets through the third quarter of 2009. That means the industry has perhaps another $150 billion in write-offs coming. This would total $240 billion in CRE credit losses for the banking industry due to this economic downturn. That would equate to 13.3 percent of the banking industry’s share of total CRE credit. With the decline in commercial property values ranging from 10 percent to 40 percent, a 13 percent loss is certainly not a worst case scenario. Banks have ramped up their loss reserves, and although the numbers aren’t out yet, we know many banks have used the fourth quarter 2009 to further bolster their allowances for loan and lease losses (ALLL). The larger the ALLL, the safer the risk-based equity account. Risk managers are aware of all of this and banks are very actively developing their strategies to handle the refunding requirements and, at the same time, be in a position to explain to regulators and external auditor how they are protecting shareholders. But the numbers are very daunting and not every bank will have enough net cash flow and risk equity to cover the inevitable losses.