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Financial Institution Case Study

In: Data Mining for Managers

Author

Listed:
  • Richard Boire

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

Suggested Citation

  • Richard Boire, 2014. "Financial Institution Case Study," Palgrave Macmillan Books, in: Data Mining for Managers, chapter 0, pages 207-210, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-40619-4_26
    DOI: 10.1057/9781137406194_26
    as

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