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NatWest's CRM

Segmentation
· Ineffective segmentation
o Purpose: increase transactions à send them offering to induce their spending, but sometimes may not work on certain segments
o Not tailor product, but just customised marketing
o Small defined target group is needed
o Multi-segmentation based on:
§ Demographic
· Age
· Income
· Gender
· Geographic
§ Psychographic
· Purchasing pattern or habit
§ Behaviour
· Card type
· Promotional engagement
· Spending & Borrowing

Target Marketing
· Differentiated (segmented) Marketing: Serve all customer segments through personalised message according to the characteristics of segments
· Do not fully ut...

Posted by: Geraint Watts

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