Small but Mighty

DM Review, March, 2008 by Lisa Loftis

I’ve been working recently with a small financial institution that has a significant need for analysis capabilities but does not have the budget for a lengthy project or expensive technology. The organization currently has a standalone marketing customer information file (MCIF) that provides precanned profitability and product ownership reports and a fairly robust householding engine. They also have call center reporting capabilities through a partial license for a popular business intelligence (BI) access tool that came with their newly installed customer relationship management (CRM) application. While these tools provide some analysis capabilities, both suffer from lack of integration (each presents a siloed view), both have little to no history and neither really fulfills the...

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