First Commerce Corporation (now merged with Granite Bank), a US bank holding company, used customer segmentation to more effectively address customers that differed in contributions to current and/or future profitability. Using demographics, the company divided its clients into mutually exclusive groups of individuals and then identified the reasons for swings in profitability including account balances, product mix and transaction behaviour. Following analysis the company was able to define thr...

BPIR Categories

4.1.1 Identify market segments & target customers

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