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Please use this identifier to cite or link to this item:
http://hdl.handle.net/2080/1390
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| Title: | Product Testing in Financial Services: An Application |
| Authors: | Bag, D |
| Keywords: | Fractional factorial
Incremental Lifts
Response Forecast |
| Issue Date: | Jan-2011 |
| Citation: | 2nd IIMA International Conference on Advanced Data Analysis, Business Analytics and Intelligence, 8-9th January, 2011, Ahmedabad, India |
| Abstract: | Credit Marketing has come a long way in today’s economy of hard-hitting competition and diminishing customer loyalty. With the increasing level of cut-throat competition, decreasing customer loyalty and the increasing commoditization of banking products, it has become essential in today’s sluggish economy for banks to proactively understand the changing customer preference. Understanding the changing customer preference can help build a value proposition for the Bank since banks today, are flexible enough to align their products towards the value needs of their customers. Traditional testing by the direct marketers has involved split groups, like an apple to apple, to compare customers’ reaction to different offers. Therefore, with changing times, the traditional process of testing has become cumbersome. This study is aimed at demonstrating the benefits of product testing using experimental design to the bank’s marketing team. We analyse a factorial model and demonstrates the results o... |
| Description: | Copyright belongs to proceeding publisher |
| URI: | http://hdl.handle.net/2080/1390 |
| Appears in Collections: | Conference Papers
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Files in This Item:
| File |
Description |
Size | Format |
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| IIMA_2010_V_0 96.pdf | | 109Kb | Adobe PDF | View/Open |
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