Author(s)

A. Cathie

Abstract

Case study of a retail bank marketing datamart development Andrew Cathie Auckland, New Zealand. Abstract This paper is a case study of the development of a datamart in the marketing department of a major New Zealand financial institution, and how that supported data mining efforts for the company. The business issues of voluminous data, with few people sufficiently skilled and experienced to access and analyse it, are common to many institutions which have many customers and transactions. This case study will demonstrate how these issues were tackled successfully, and present real-world examples of some of the insights obtained. 1 Background to the Development As a typical high street retail bank, the organisation had evolved a number of products and services over several decades, and a correspondingly complex array of operational systems to support them and the related customer information. Most analysis of this was supported by a separate mainframe DB/2 customer and account datab

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