Title :
Capital One: exploiting an information-based strategy
Author :
Clemons, Eric K. ; Thatcher, Matt E.
Abstract :
Capital One has exploited an innovative approach to targeted marketing, based on customer profitability analysis, to achieve impressive performance as a leading credit card issuer. It is sustaining its advantage through investment in infrastructure and personnel, and through constantly improving its expertise through a practice known as test-and-learn. Moreover, it is attempting to generalize this information-based strategy to other industries
Keywords :
bank data processing; investment; marketing; personnel; Capital One; credit card issuer; customer profitability analysis; information based strategy; innovative approach; investment; personnel; targeted marketing; Banking; Costs; Credit cards; Information analysis; Investments; Milling machines; Performance analysis; Personnel; Profitability; Testing; Textile industry;
Conference_Titel :
System Sciences, 1998., Proceedings of the Thirty-First Hawaii International Conference on
Conference_Location :
Kohala Coast, HI
Print_ISBN :
0-8186-8255-8
DOI :
10.1109/HICSS.1998.654788
