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Manybanksanalyzejustafractionofthe
dataavailableabouttheircustomers.This
methodlimitstheirabilitytomarkettotheir
customersasindividuals—givingthemwhat
theywant(andavoidingwhattheydon’t
want).Predictinglifeeventsandfinancial
eventscangrowloyaltyandtargetoffersto
Tom'sTom'srealneeds.
Thechallenge
Now Tom getsrelevantpromotionsfrom hisbanktohismobile
phone.Tom’sexperienceimproves,andherealizesgreatervaluein
whatthebankhastooffer.
Tomgetscreditcardoffersandother
promotionseverymonthfromhisbankthat
he'snotinterestedin.Tomhatesjunkmail.
MeetTom
Whathisbankneedstodo.
TheResults

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