Branded Credit Card Marketing Analytics, Data Mining Technology

Competitions among commercial banks have become more intense as information technology develops, as financial markets grow and China's credit card market vigorously blooms. While joint credit cards become popular due to the expansive business characteristic of special clients and major banks and merchants are gradually realizing the importance of customers, the old way of regarding products as a starting point is banished whereas issues like acquiring clients'information effectively, consuming and converting the clients' resources, improving QOS, a.k.a. quality of service, will be treated as primary matters by commercial banks. These series of change shall assist in uplifting the standard of QOS and maintaining the proportion of high-value clients to ultimately expand market share.A powerful tool for processing massive business data of credit cards, Data Mining excels in revealing valuable regular patterns unknown and such will certainly constitute the basis for providing personalized services. Here the paper takes the idea of customer relationship as reference to study the classification and application of joint credit card's customer data of a certain commercial bank in China so as to bring forward a variety of relevant rules and marketing strategies.In the beginning, the paper creates the customer transaction data warehouse using data warehouse technology to complete the customer subdivion of active card data in co-branched card and withdrawn card data with RFM model and clustering technologies. +Secondly, it completes the practice of customer subdivion on basis of four typical customer types summarized from active card clients. It continues to study the associated pattern and application of co-branched card consumption data by using SPSS Clementine 11.1 to conduct the model simulation analysis in search for a number of available co-branched card marketing strategies and personalized marketing methods based on data mining. The paper, hoping to bring new ideas to commercial banks and business entities who are likely to issue co-branched card or do co-branched card marketing, discusses how data mining is practiced in customer analysis to offer great help in integrating business resources and uplifting competition advantages for domestic commercial banks.