Nevada State Bank, a Las Vegas unit of Zions Bancorp., has expanded its use of mapping technology by using demographic and lifestyle data to target customers more precisely and to focus its media strategy.
Jeff Bargerhuff, the bank's senior vice president of marketing, said in an interview last week that it has used the AnySite Financial mapping system from MapInfo Corp. of Troy, N.Y., for about a year to help it make decisions about where to build branches.
Now the bank is using the software for "a segmentation strategy, trying to go after certain niches," such as "mass affluent" customers over 50, as well as Hispanics and Asians, he said.
Within the Asian market, much of Nevada State's small-business banking activity is concentrated in the Las Vegas Chinatown district, Mr. Bargerhuff said. "But they don't live there. The Asian households are dispersed throughout the entire marketplace. This is some of the data that is popping up from the product that we use."
Nevada State Bank is using the system to incorporate demographic and psychographic factors about neighborhoods, along with public data and information from its own branches, to focus its direct mail activity and media placement strategy, he said. "It's like peeling an onion. The more layers you peel back, it gets bigger and bigger."
