Business Intelligence for the Home Loan Industry

Business Intelligence Implementation at By Harsha Gunnam Kalpesh Jain Vinod Nanthan Arvind Shankar Sriram Srinivasan Special Thanks to: Dr. Sudha Ram Mr. Ray Desmond Ms. Anna Klyuchik

Agenda 06/09/09 MIS 587: Business Intelligence

Introduction 06/09/09 MIS 587: Business Intelligence “ Celebrate Home Celebrate Life”

Process Flowchart 06/09/09 MIS 587: Business Intelligence Contact Lead Submission of Loan Application Loan Appraisal Loan Underwriting Approval of Loan (Underwriting Approval) Closing of Loan Completion of Loan Gather Lead

Need for BI 06/09/09 MIS 587: Business Intelligence “ Let's consider a mid-size mortgage company with two channels (Wholesale and Direct via Web Site), 1,200 brokers and 10 Web reference sites, 22 products, borrower's demographics classified in 16 profiles, 8 processing teams, 4 warehouse lines and 14 active investors. That's 1,210x22x16x8x4x14, or almost 200 million possible combinations.” Source :www.intelli-mine.com

Strategy Map Retain & Acquire New Sales People Increase Lead Conversion Mentorship Program for New Trainees Process for Knowledge Management Continuous Development Increase Third Party Alliances Retain Customers Acquire new customers Improve Salesperson Efficiency Improve IT infrastructure Develop Effective marketing campaigns Offer Good Services Offer Online Services Offer Competitive Rates Financial Perspective Customer Perspective Internal Process Perspective Learning & Growth Perspective Grow Revenue Increase Profit Reduce Cost/ Customer Expand Business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Retain & Acquire New Sales People Increase Lead Conversion Mentorship Program for New Trainees Process for Knowledge Management Continuous Development Develop Alliances with Realtors Retain High Value Customers Identify Right Investor Increase Sales Person Efficiency Develop IT infrastructure Develop Innovative marketing campaigns Offer Online Services Faster Loan Processing Financial Perspective Customer Perspective Internal Process Perspective Learning & Growth Perspective Increase Incentive Per Loan Reduce Processing Cost Increase $ Amount Per Loan Increase Revenue Per Loan Optimize Processing Time Avoid Default Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategy Map (Contd..) Identify Optimal lock rate

Balanced Scorecard 06/09/09 MIS 587: Business Intelligence Perspective Objectives KPI’s Initiatives Financial ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Customer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Balanced Scorecard 06/09/09 MIS 587: Business Intelligence Perspective Objectives KPI’s Initiatives Internal Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Learning and Growth ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Star Schema Branch Branch_Key (PK) Branch_ID Branch_Name Branch_City Branch_State Customer Satisfaction – Fact Table Branch_Key (FK) Loan_Key (FK) CSI Leads – Fact Table Branch_Key (FK) Lead_Source_Key(FK) Salesperson_Key (FK) Status Loan Processing Time – Fact Table Loan_Key (FK) Staff_Key (FK) Processing_Time Loan Details – Fact Table Loan_Key (FK) Branch_Key (FK) Salesperson_Key (FK) Calendar_Key FK) Customer_Key (FK) Investor_Key (FK) $amount Revenue Loan_Cost Lead Source Lead_Source_Key (PK) Lead_ID Lead_Desc Lead_Type Lead_State Lead_City Lead_Cost Salesperson Salesperson_Key (PK) Salesperson_Name Salesperson_City Salesperson_State Salesperson_ID Status Date_of_Joining Loan Loan_Key (PK) Loan_ID Loan_Completion_Date Loan_Closing_Date Loan_Orgination_Date Default Loan_Locking_Rate Loan_Product Loan_Purpose Calendar Calendar_Key (PK) Year Quarter Month Week Day Customer Customer_Key (PK) Customer_ID Name Phone_Number Street City Zipcode Credit_Rating Investor Investor_Key (PK) Name State City Investor_ID Branch Branch_Key (PK) Branch_ID Branch_Name Branch_City Branch_State Staff Staff_Key (PK) Staff_ID Staff_Role 06/09/09 MIS 587: Business Intelligence What is the revenue across different branches and across different loan products for a particular quarter? What is the revenue across an investor for a particular month? What is the loan amount by a sales person for a branch in a particular week? What is the number of defaulted customers across a particular credit rating for a particular year? What is the number of leads converted by a sales person by branch? Which campaigns are more effective? What is the average loan processing time across loan product at a particular step? What is customer satisfaction index by branch and by loan product?

Architecture 06/09/09 MIS 587: Business Intelligence Encompass Excel Sheets Other sources ETL Staging BI Tools DW Web/Desktop reports Dashboards

Dashboard 06/09/09 MIS 587: Business Intelligence

Dashboard 06/09/09 MIS 587: Business Intelligence Revenue by Sales Region - Quarterly Sales Region Revenue Profit Margin Corporate 2,325,000 5 River 2,525,000 3 Williams Center 2,725,000 4.4 Oro Valley 2,925,000 3.45 Kolb 2,025,000 2.3 Yuma 2,450,000 7.8 Phoenix I 2,800,000 5.1 Country Club 3,295,000 2.5 Phoenix II 1,525,000 2.9 Top Loan Officers/Sales Person by Region Sales District Sales Representative Revenue Target Quota Corporate Alec Berg 550000 325000 Corporate Bonnie Zastrow 350000 325000 Broadway Carole Alaniz 400000 325000 Broadway Danny Leavitt 350000 325000 Country Club Alec Berg 225000 325000 Country Club Gerald Blubaugh 450000 325000

Implementation Plan 06/09/09 MIS 587: Business Intelligence * Estimates Task Deliverables Resources* Time Period* Status Strategic Analysis BSC Eller Consultants (5) 45 days Complete Conceptual Design Star Schema Eller Consultants (5) 15 days Complete Physical Design DW with schema loaded DW Consultants (2) 180 days Not Complete Dashboard Design Dashboard and Reports BI Consultants (2) 90 days Not Complete Testing & Training Test Plans and User Manual QA (2) 90 days Not Complete

Tools 06/09/09 MIS 587: Business Intelligence Company Tool Name Tool Type Licensing Features Pentaho Pentaho Reporting OLAP Freeware ,[object Object],[object Object],JasperSoft iReport OLAP Freeware ,[object Object],[object Object],[object Object],Actuate BIRT 2.0 OLAP License ,[object Object],[object Object],IKAN ETL4ALL ETL Professional Edition ,[object Object],[object Object],JasperSoft Jasper ETL Professional ETL Shareware ,[object Object],[object Object],[object Object],DB software Laboratory Visual Importer Professional ETL Shareware Licensing Cost - $200 US ,[object Object],[object Object],[object Object]

Benefits 06/09/09 MIS 587: Business Intelligence

Recommendations 06/09/09 MIS 587: Business Intelligence

Questions 06/09/09 MIS 587: Business Intelligence BI – Not Just Business

Index ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/09/09 MIS 587: Business Intelligence

Business Intelligence for the Home Loan Industry

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