Summary
Recent Forrester research has found that marketing and customer insights professionals in China have started using tools such as data mining, predictive analytics, and modeling. China CITIC Bank, commonly known as CNCB, partnered with SAS Institute to create customer analytics and marketing automation tools for its credit card processing center. This report describes how CNCB used analytics to improve the effectiveness of its customer relationships and marketing campaigns, increase the number of active credit card holders by 40%, and increase the annual income of its credit card business by 50% in one year.
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