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Case Study – Finance
Our client is an international financial services, credit and charge card company. Although based in the US, it has extensive operations throughout the world.
In an industry where competition for customers is fierce and attrition and fraud are commonplace, it is essential to know the value of your customers, retain the best, acquire similar new ones and increase account penetration whenever possible.
The company turned to Modern Analytics to build statistical and neural network models to acquire new customers and to cross-sell to existing customers. Our analytical work included cluster and CHAID analysis, binary response, affinity, two-stage and attrition models to support the marketing of personal and corporate cards.
In addition to modeling, Modern Analytics provided documentation, created tools for automating the model building process and consulted on analytical techniques, sampling issues and analytical strategy.
Marketing data modeling and analytics is a cornerstone of our client's successful growth strategy.
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