Use of Data Bases as Marketing Tools Spreads

By Nathan, Sara | American Banker, November 3, 1997 | Go to article overview
Save to active project

Use of Data Bases as Marketing Tools Spreads

Nathan, Sara, American Banker

Banks are beginning to use their data bases to identify profitable small-business customers, cross-sell products, and find new prospects.

"Without a data base, you are basically looking in Yellow Pages to find businesses to call on," said John Menke, senior vice president and marketing data base manager at Webster Financial Corp., Waterbury, Conn.

Data bases even help bankers set prices and cater to different customers.

"You can't mass market or price your products the same for everyone anymore," said Robert James, group executive for market planning and customer development at Centura Banks Inc., Rocky Mount, N.C. "Customers use your services differently."

The proliferation of data bases is another sign of how bankers are grappling with the transformation of small-business banking into a high-volume field.

While large banking companies such as PNC Corp., KeyCorp, and Fleet Financial Group are already using data bases, smaller ones like Webster and Compass Bancshares, Birmingham, Ala., are just setting them up.

Information on individual customers, such as personal deposit accounts, business loans outstanding, and demographic data, is culled from various data bases maintained by the bank. A new data base is built, focused on small-business customers.

The banks use software systems from companies such as Harte Hanks Data Technologies to analyze how customers use the bank's products and determine which customers generate the most profits.

"You need intimate knowledge of your customers to market as many products as possible," said Jeffrey Brown, Webster's executive vice president for marketing and communication.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Cite this article

Cited article

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited article

Use of Data Bases as Marketing Tools Spreads


Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen

matching results for page

Cited passage

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?