Financial Institution Case Study

Richard Boire

Chapter Chapter 26 in Data Mining for Managers, 2014, pp 207-210 from Palgrave Macmillan

Abstract: Abstract A financial institution used business rules to target regular credit card customers to become gold card customers. Specifically, the company used tenure and region of the country as the key segmentation criterion in selecting names. Results of using these criteria as list selection rules revealed that the targeted names barely outperformed the random lists. More important, the cost per new gold card acquired was continuing to increase from campaign to campaign. This was a problem because the company’s objective was to significantly increase the number of gold card customers

Keywords: Financial Institution; Business Rule; Account Number; Retirement Saving; Data Mart (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-40619-4_26

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DOI: 10.1057/9781137406194_26

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