American Banker. 11/21/1997, Vol. 162 Issue 225, p14. 2p. 1 Black and White Photograph.
MARKETING, BANKING industry, and TECHNOLOGICAL innovations
Opinion. Looks at the use of data-driven marketing as a tool for attracting and retaining customers in a major retail bank in the United States. Hurdles faced by an executive in persuading the bank's telemarketing center to use a data-driven approach; Creation of an initiative to improve telemarketing's sales productivity; Benefits from the prototyping effort.