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Engaging and Retaining Mass Affluent Customers

Insights from the BAI Mass Affluent Executive Roundtable

About this paper

This paper captures the comments of senior bank executives from the top 50 US banks on best practices in marketing to the mass affluent segment. Rich in strategies for targeting this lucrative segment – which comprises some 40 million high-net-worth Americans – the paper explores the challenges and opportunities in attracting and retaining this diverse group of microsegments. It also covers how data management and analytics will figure prominently in whether banks can change and adapt to this next level of personalized service.

About SAS

SAS is the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 80,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.

 

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