Segmentation H2Oh!(customer segmentation): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on April 1, 1999. The length of the article is 672 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Segmentation is important is determining the most profitable customers of a bank and finding how to keep them. One way of achieving this is through cluster analysis. This form of analysis groups top customers into segments that are more meaningful for targeting purposes. Bank clients are generally segmented into three groups, namely, high-balance rate shoppers that either have CDs, MMAs or both, high-balance loan customers who are primarily single service, and high-balance, blue-chip customers who have four or more relationships with the bank.

Citation Details
Title: Segmentation H2Oh!(customer segmentation)
Author: Kenyon Blunt
Publication:Bank Marketing (Magazine/Journal)
Date: April 1, 1999
Publisher: Bank Marketing Assn.
Volume: 31 Issue: 4 Page: 48(1)

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