Modelling marketing performances and targets for a retail bank. (English) Zbl 1179.90225

Summary: This paper describes a study for a large UK retail bank done by staff and students of the University of Lancaster. The project team was asked to investigate the reasons for the differences in the marketing performance of 76 branches in the North-West of England. Using linear regression techniques, explanatory models for sales were developed. The unexpected form of the models led the investigators to take an interest in the way that marketing targets were set. Hence models were built for the targets themselves and used to help the bank set targets by making sales predictions.


90B90 Case-oriented studies in operations research
91B82 Statistical methods; economic indices and measures