A successful departure from the beaten track

Inteligo identifies new prospects for its services in Poland
  • Auke van den Hout
  • Kay Peters
Chapter

Abstract

  • Poland, like the rest of the world, has witnessed rapid growth in online banking. Unlike traditional banks, internet banks depend solely on direct marketing to recruit and keep their customers.

  • For Inteligo, a leading internet bank in Poland, seeking out promising prospects as new customers is a critical success factor. However, the bank had already exhausted the classical methods of address selection.

  • Unconventional analyses led to the discovery of previously neglected relationships between products and customers, and thus identifying a new target group to be addressed.

  • 30% of all those prospects addressed in the new target segment actually became new Inteligo customers.

Keywords

Critical Success Factor Direct Marketing Internet Banking Address Database Successful Departure 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information

© Springer-Verlag Berlin Heidelberg 2007

Authors and Affiliations

  • Auke van den Hout
  • Kay Peters
    • 1
  1. 1.Institute for MarketingUniversity of MünsterMünster

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