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Friday, October 17, 2014

10:15 a.m. - 10:45 a.m.

PURCHASE DATA DRIVEN MARKETING STRATEGIES

J. Paul Leavell, Senior Marketing Analyst, CHARLOTTE METRO FEDERAL CREDIT UNION

Using SPSS to identify statistically significant differences in means/medians between customer cohorts can drive marketing's focus for profitably penetrating segments. Segment variables include demographic and purchase data. Identification of life-change events and retailers that correlate with higher credit-card transactions offers guidance on customer targeting. A customer's grocery-store selection can aid in deposit and loan targeting. Large effect sizes have been found.

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