基于信息的信用卡设计

Darden Business Publishing Cases Pub Date : 2017-02-15 DOI:10.1108/CASE.DARDEN.2016.000162

P. E. Pfeifer

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引用次数: 0

摘要

本案例描述了使用基于信息的策略的银行信用卡“产品设计”过程的开端。该银行拥有数千名潜在客户的各种不同产品(12种版本的信用卡)和详细信息(由信用评分汇总)。问题是哪些产品应该通过直接邮寄的方式提供给哪些客户。这个案例附带了一个基于web的练习(uva - m - 0667s)。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Information Based Credit Card Design

This case describes the beginnings of the "product-design" process for a credit card at a bank using an information-based strategy. The bank has a variety of different products (12 versions of a credit card) and detailed information (summarized by a credit score) on several thousand potential customers. The question is which product(s) should be offered through direct mail to which customers. A Web-based exercise (UVA-M-0676S) accompanies this case.

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Darden Business Publishing Cases

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