Customer segmentation for credit unions

Successful marketing strategies that drive member profitability depend on a credit union's ability to truly understand members and group them according to likely behaviors and potential value – something that many credit unions struggle to do effectively.

Segmentation is most valuable when members are grouped according to a variety of data – behavior, creditworthiness, life stage, lifestyle, cross-sell and attrition potential, profitability, demographics, etc. And SAS has the solution.

How SAS can help

SAS Customer Segmentation for Credit Unions lets you identify and categorize your member base into distinct groupings with similar characteristics so you can:

• Create manageable groups for targeted activities, such as marketing campaigns.
• Establish more consistent, effective communications with members and prospects through multiple channels.
• Identify attributes, needs and wants of each member group through an integrated modeling capability.
• Determine segment-specific actions by comparing the characteristics of different segments.
• Set effective, measurable goals for each segment.
• Establish event triggers to alert you when customers move from one segment to another.
• Visually track and assess migration between segments to understand how marketing strategies affect customer behavior over time.

How SAS is different

SAS Customer Segmentation for Credit Unions takes advantage of award-winning SAS data warehousing and analytics to create more granular, accurate member segments based on patterns in actual member behavior rather than assumptions. The SAS solution enables you to:

• Gain a unified, integrated view of members by pulling together member data from all touch points and channels into one place.
• Generate more accurate member segments using market basket analysis techniques and sophisticated predictive modeling analysis.
• Identify the attributes, needs and wants of each member group based on demographic, geographic, attitudinal and behavioral data.
• Gauge the impact of marketing activities by monitoring member response at all touch points, analyzing changes in member behavior and sharing results via the Web.