Specifications

Case Study: First Tennessee
Solution:
Benefits:
By using IBM Business Analytics to analyze data related to customer activity and
historical marketing campaigns, First Tennessee Bank reduced its marketing costs,
increased net income, and improved the productivity of marketing staff.
 ROI: 642%
 Payback: two months
 Average annual benefit: $899,095
First Tennessee Bank achieved the ability to make intelligent, customer-centric offers
by adopting SPSS and executing campaigns based on customer segmentation and
cross-sell models generated in SPSS.