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UniBank and the analysis of the ExcursionCard customer database: A practical application of statistical techniques in database marketing

✍ Scribed by Andrew Ainslie; Leyland Pitt

Publisher: John Wiley and Sons
Year: 1998
Tongue: English
Weight: 248 KB
Volume: 12
Category: Article
ISSN: 1094-9968
DOI: 10.1002/(sici)1520-6653(199822)12:3<57::aid-dir6>3.0.co;2-b

No coin nor oath required. For personal study only.

✦ Synopsis

A common dilemma in direct marketing is that of which customers to target, and which to ignore. Once a profile has been gathered of a ''good'' or ''ideal'' customer, can those characteristics be identified in larger national databases? This article describes efforts to achieve this on behalf of a client, UniBank, who wishes to enlarge the market for a successful existing product, ExcursionCard. A large sample of the general population is compared with the existing ExcursionCard database in order to determine a customer profile with regard to responsiveness, profitability and risk. We demonstrate how a judicious combination of multivariate techniques and logistic regression can be used to help in determining whether these segments exist, what determines membership of the segments, and how to predict probable segment membership for potential clients.

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