A successful departure from the beaten track

Auke Hout and Kay Peters
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Kay Peters: University of Münster

Chapter 2 in International Direct Marketing, 2007, pp 67-76 from Springer

Abstract: Abstract Poland, like the rest of the world, has witnessed rapid growth in online banking. Unlike traditional banks, internet banks depend solely on direct marketing to recruit and keep their customers. For Inteligo, a leading internet bank in Poland, seeking out promising prospects as new customers is a critical success factor. However, the bank had already exhausted the classical methods of address selection. Unconventional analyses led to the discovery of previously neglected relationships between products and customers, and thus identifying a new target group to be addressed. 30% of all those prospects addressed in the new target segment actually became new Inteligo customers.

Keywords: Critical Success Factor; Direct Marketing; Internet Banking; Address Database; Successful Departure (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-39632-1_4

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DOI: 10.1007/978-3-540-39632-1_4

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