The Members Group has introduced a tool that its client credit unions can use to analyze their card data at the level of the individual card holder and integrate it into other member data.
"You can never have too many attributes when examining a cardholder file," said TMG client Bonnie Fannin, an executive over credit cards, at Orange County's Credit Union, who noted that her reliance on this data is part of a credit union-wide initiative to better assess profitability on a member level. "Profitability is one attribute among others that will help us in selecting our target audience for a variety of marketing programs."
"Cardholder-level reports are becoming increasingly important for credit card issuers who face complex decisions in the new Credit CARD Act environment," said Cindy Tannatt, TMG's director of client services.
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Having recently eliminated overlimit fees and default pricing due to challenges created by the Credit CARD Act, Fannin sees potential for this data to shed light on decisions made inside a changing regulatory environment.
"By assigning profit numbers to cardholder accounts, we would be better able to model the profitability outcomes of eliminating or assessing fees," she sai
d.
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