The Mining Data Mart - Data Mining Techniques in CRM: Inside Customer Segmentation - page 159

Table 4.15 ( continued )

Field_Name Field description

Transfer_Internal_Amount Amount of transfer transactions to own accounts

Transfer_External_Amount Amount of transfer transactions to other accounts

Transaction channels - frequency and volume:

Branch_Num Number of branch transactions

ATM_Num Number of ATM transactions

APS_Num Number of APS transactions

Internet_Num Number of Internet transactions

Phone_Num Number of phone transactions

SMS_Num Number of SMS transactions

Standing_Order__Num Number of standing orders transactions

Branch_Amount Amount of branch transactions

ATM_Amount Amount of ATM transactions

APS_Amount Amount of APS transactions

Internet_Amount Amount of Internet transactions

Phone_Amount Amount of phone transactions

SMS_Amount Amount of SMS transactions

Standing_Order_Amount Amount of standing orders transactions

Financial and bucket information:

Total_Revenue Total revenue projected by customer

Total_Cost Total cost projected by customer

Max_Bucket_Status Maximum bucket status from loans

Examples of Derived Measures Used to Enrich the MCIF

The MCIF can also be enriched with averages, flags, ratios, deltas, and other
more sophisticated derived fields which summarize the customer's behavior.
An indicative list of more complex KPI examples is as follows:

• Ratio of total savings to total loans (balances).
• Percentage (%) of high-risk investments: high-risk investments as a per-
centage of total investments (balances).
• Ratio of credit card payments to credit card balances.
• Percentage (%) of credit limit or approved amount actually used (for credit
cards and loans respectively).