Case Study Of A Retail Bank Marketing Datamart Development
Author(s)
A. Cathie
Abstract
Case study of a retail bank marketing datamart
development
Andrew Cathie
Auckland, New Zealand.
Abstract
This paper is a case study of the development of a datamart in the marketing
department of a major New Zealand financial institution, and how that supported
data mining efforts for the company. The business issues of voluminous data,
with few people sufficiently skilled and experienced to access and analyse it, are
common to many institutions which have many customers and transactions. This
case study will demonstrate how these issues were tackled successfully, and
present real-world examples of some of the insights obtained.
1 Background to the Development
As a typical high street retail bank, the organisation had evolved a number of
products and services over several decades, and a correspondingly complex array
of operational systems to support them and the related customer information.
Most analysis of this was supported by a separate mainframe DB/2 customer and
account datab
Keywords
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