Academic journal article ABA Banking Journal

Looking at Acquirees' Marketing Potential

Academic journal article ABA Banking Journal

Looking at Acquirees' Marketing Potential

Article excerpt

Bank of A. Levy, Ventura, Calif., has created an unusual job for its marketing customer information file (MCIF) software: analyzing potential acquisitions.

So far, the $800 million-asset bank has used its MCIF software (which it bought from Marketing Profiles, Maitland, Fla.) to evaluate the marketing potential of three failed savings and loans. Its decisions were to buy the deposits and some of the assets of Santa Paula Savings and Loan Association, Ventura, and the deposits of Valley Federal Savings and Loan Association, Van Nuys. It withdrew its bid on the third savings and loan, partly because of what the marketing analysis turned up, according to Rodney G. Dillehay, vice-president and marketing director.

The account information the bank requested from the Resolution Trust Corp. for all three transactions was standard, Dillehay says, and included things like account types, balances, interest rates, and account structures. The bank did not get customer names or addresses because that would violate customer privacy. The information provided was not grouped by household. …

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