August 2017
Beginner to intermediate
320 pages
8h 6m
English
In the 1980s, two financial services consultants, Richard Fairbank and Nigel Morris, identified a major problem in the credit card industry, as well as a potential solution. The problem was that the industry lacked a focus on the individual customer, and the solution came in the form of technology-driven analytics. Fairbank and Morris believed that insights from data analysis would enable a company to discover, target, and serve the most profitable credit customers while leaving other firms with less profitable customers. They pitched this idea, their “information-based market strategy,” to more than fifteen ...