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1、標題：Bitbybit原文：Ifsegmentationisgoodsubsegmentationisbetter.ComericaBankothersarenowbeginningtoputtheresultsofdeepdataminingtowk.Banksaresuccessfullyemployingsegmentingtechnologytopiecetogetherapictureoftheircustomers’need

2、s.——ByMelanieScarboughcontributingeditKnowledgeispowerfbanksincreasinglyitisprofitable.AlthoughitisalongstingpracticefbankstocategizecustomersintodiscretesegmentsthosegroupsnowcanbesubdividedintopiecessmallenoughtofmaByz

3、antinemosaic.Theavailabilityofinfmationonlinetheexplosionofsocialmediaenablesbankstobuildextensivepersonalprofilesoftheircustomers.Armedwiththeknowledgethatacustomerisshoppingfanewcarisrecentlydivcedhasachildwhowillsoone

4、ntercollegebankscanassignthatindividualtoappropriatesegmentstailproductsservicesaccdingly.Technologyalsoallowsbankstomonitaccountsmecloselysegmentcustomersaccdingtotheirrelationshipwiththebank.DanielMcCartyexecutivevicep

5、residentoftreasurymanagementservicesatDetroitbasedComericaBankwhichhasalmost$35billioninassetssaystheyrecentlyupgradedtheirinternaltrackingofcustomertransactions.“Thereissuchvaluableinfmationindaytodayprocessing—productu

6、sagetypeofproductstrendonpaymentswherethepaymentsaregoing”hesays.“Deeprichdataminingisavailablebecauseofthenewsystem.”RiseofthesubsegmentDetailedprofilesletbanksusewhatisquicklybecomingthemostvaluabletoolofcustomersegmen

7、tation:subsegmentation.GatheringinfmationfromtheinterallowsbankstoknowtheircustomersonagranularlevelsaysSunnyBanerjeaglobalsolutionsexecutivefIBMwhohasstudiedcustomersegmentationfalmost20years.Insteadofmerelylumpingtoget

8、herallcustomersovertheageof65FindingveinsofgoldMostbankschoosenottodevoteresourcestowardriskyunprofitablecustomersbutsubsegmentationenablesthemtofindgemswithinthedregs.The18to35agegroupisonebanksdon’tusuallypursuewiththe

9、zealofEliotNess.Suchcustomerstypicallyhavelowbalancesmaybesaddledwithstudentloandebthaven’treachedtheirpeakearningpotential.ButafewyearsagoRBCRoyalBankwhichhasU.S.headquartersinRaleighN.C.useditssegmentationdatatoidentif

10、ycustomersinthatagerangewhoweremedicaldentalschoolstudentsinterns.Recognizingtheirpotentialvaluethebankmarketedtothemoffersfmedicalequipmentloansmtgagestopurchasetheirfirstoffices.“Ifyou’recreativeenough”saysBanerjea“you

11、canundersttheneedofanysegment.”HecitedabankinAustinTexasthatiscourtingcustomersmostbanksdiligentlyigne:thoseonthebottomoftheeconomicpyra.“Theydothesameaseveryoneelse—paytheirbills—buttheydon’thavebankaccounts”saysBanerje

12、a.Whattheydohaveiscellphoneswhichprovidesachannelfthebanktoengagethem.Byofferingfreecheckingtoapopulationthattypicallyreliesoncheckcashingcompaniesthebankhopestobuildacustomerbasefromanunderservedpopulation.Keepuptraditi

13、onsCustomersegmentationisnotjustaboutsubsegments.Largecommunitybanksinparticularcanbenefitfromusingtraditionalgroupings.AmongthethreesegmentsdlesexSavingsBankNatickMass.monitsisthegroupofcustomersthatprovideitstop1%ofpro

14、fits.“Wetrackthoserelationshipsengageinaseriesofoutreachestothemdistinctfromwhatwedowithournmalbase”saysmarketingdirectJamesBri.“We’vefoundthat’sbeeneffective.”HoweverdlesexSavingsidentifiesthatsegmentonlyinternallybecau

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