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Author(s) -
Mohamed Omar
Publication year - 2004
Publication title -
significance
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.123
H-Index - 21
eISSN - 1740-9713
pISSN - 1740-9705
DOI - 10.1111/j.1740-9713.2004.029.x
Subject(s) - credit card , profitability index , customer satisfaction , direct marketing , direct mail , business , marketing , financial services , advertising , management , finance , economics , payment
Predictive modelling provides a way to increase profitability and customer satisfaction in the financial services sector. Following on from Career Story , Omar Mohamed describes the successful use of this technique in recent marketing activities for the M&S “&More” credit card.