Global Credit Card Franchise

Uncovering Hidden Value in Data for Global Credit Card Franchise.


Create a holistic “early warning ecosystem” to predict the significance of change in customer credit card usage.


Created a proactive sales management system used for:

  • Early identification of customers at risk of disengaging behaviors
  • Segmentation to capture customer’s usage and level of engagement
  • Identifying changes in behavior over time to predict disengagement patterns (similar to payment risk predictions)
  • This system was created in North America and then rolled out globally


Integrated system deepened customer relationships and maximized revenues:

  • 30% customer spend lifts
  • 8% expanded target market share
  • Incremental business income
  • Productivity improvements