Abstract
Best Practices for using Tapestry Segmentation in Banking
Track: Customer Analytics and Demographics
Author
This presentation addresses the implementation of Tapestry Segmentation and Community Coder at Arvest, a $9.7 billion holding company, with banks in Arkansas, Kansas, Oklahoma, and Missouri. As a Esri Business Analyst user and together with RPM Consulting, Arvest management has been engaged in the process of implementing Tapestry lifestyle segmentation to support the management of customer relationships, direct marketing, and product pricing and development. As a case study, this presentation addresses the various challenges encountered by Arvest, along with opportunities discovered during the implementation process. Using the experiences of Arvest, we will present what we perceive to be a set of best practices for the implementation of a segmentation system in banking environments, as well as any industry relying on a large scale customer database.
Scott McClymonds
Arvest Bank
75 North East Ave
Fayettville, California 72701-6171
United States
Phone: 479-684-4208
E-mail: smcclymonds@arvest.com
Elio Spinello
RPM Consulting, LLC
17130 Devonshire St.
Suite 205
Northridge, California 91325
United States
Phone: 818-831-7607
Fax: 818-831-9078
E-mail: espinello@rpmconsulting.com