Analytics for the Insurance Industry数据挖掘技术在保险行业的应用

WHITEPAPERDataMiningintheInsuranceIndustrySolvingBusinessProblemsUsingSAS®EnterpriseMiner™SoftwareiDataMInIngIntheInsuranceInDustryTableofContents1.Introduction...............................................................................................12.OpportunitiesandChallengesforInsuranceFirms.................................13.UsingDataMiningintheInsuranceIndustry..........................................33.1ProductsandPricingOptimization........................................................33.2AcquiringNewCustomers.....................................................................63.3RetainingExistingCustomers................................................................83.4PerformingSophisticatedCampaignManagement...............................93.5DetectingFraudulentClaims...............................................................113.6EstimatingOutstandingLossReserves...............................................124.ImplementingDataMiningProjects.........................................................134.1AccessingtheData..............................................................................134.2WarehousingtheData..........................................................................144.3AnalyzingDataUsingtheSEMMAMethodology..................................144.3.1Sample................................................................................................154.3.2Explore................................................................................................154.3.3Modify..................................................................................................164.3.4Model..................................................................................................164.3.5Assess.................................................................................................174.4ReportingtheResults..........................................................................184.5ExploitingtheResultsforBusinessAdvantage....................................185.Summary.................................................................................................19References.....................................................................................................19DataMInIngIntheInsuranceInDustry1.IntroductionDataminingcanbedefinedastheprocessofselecting,exploringandmodelinglargeamountsofdatatouncoverpreviouslyunknownpatterns.Intheinsuranceindustry,dataminingcanhelpfirmsgainbusinessadvantage.Forexample,byapplyingdataminingtechniques,companiescanfullyexploitdataaboutcustomers’buyingpatternsandbehavior–aswellasgainingagreaterunderstandingoftheirbusinesstohelpreducefraud,improveunderwritingandenhanceriskmanagement.Thispaperdiscusseshowinsurancecompaniescanbenefitbyusingmoderndataminingmethodologiesandtherebyreducecosts,increaseprofits,acquirenewcustomers,retaincurrentcustomersanddevelopnewproducts.2.OpportunitiesandChallengesforInsuranceFirmsItislikelythattheimpactoftherecentfinancialcrisiswillhaveadramaticeffectontheinsuranceindustry.Insurancecompanieswilllookatimprovingoperationalinefficienciestocombataglobalsoftmarket,plustheindustrycanexpectaggressiveregulatoryactivitiesasaresultofthecrisis.ThiswillincludearenewedpushforanOptionalFederalCharter,designedtoregulatetheUSinsuranceindustryatafederallevel,plustheimpendingSolvencyIIlegislationthatwillaffectEuropeaninsurers.Otheropportunitiesandchallengesfacinginsurersinclude:• Changes in information technology.• Globalization and market consolidation.• Multichannel distribution.ChangesinInformationTechnologyAswithotherindustries,theinsuranceindustryhasexperiencedmanychangesininformationtechnologyovertheyears.Advancesinhardware,softwareandtelecommunicationshaveofferedbenefits,suchasreducedcostsandreal-timeprocessing,resultinginincreasedpotentialforprofit.Theseadvanceshavealsoresultedinnewchallenges,particularlyintheareaofincreasedcompetition.1DataMInIngIntheInsuranceInDustryTechnologicalinnovations,suchasdatamininganddatawarehousing,havegreatlyreducedthecostofstoring,accessingandprocessingdata.Businessquestionsthatwerepreviouslyimpossible,impracticalorunprofitabletoaddressduetothelackofavailabilityorreliabilityofdatacannowbeansweredusingdataminingsolutions.Forexample,acommonbusinessquestionis,“Howcaninsurancefirmsretaintheirbestcustomers?”Throughdataminingtechnology,insurancefirmscantailorratesandservicestomeetthecustomer’sneeds,andovertime,moreaccuratelycorrelateratestothecustomerbehaviorsthatincreaseexposure.GlobalizationandMarketConsolidationThe emergence of the insurance markets in Eastern Europe, India, Brazil and other developing countries provides the opportunity for mature insurance organizations to notonlydiversifygeographically,butalsoidentifynewtargetmarketsforproductsandservices.However,oneofthebiggestchallengesinexpandingintonewglobalmarketsisnavigatingeachcountry’sdistinctregulatoryenvironment.Theinsuranceindustryhasbeeninaconsolidationmodeforthepastseveralyearsandthisisnotexpectedtochangeint