Using transactional information from SMB clients to derive insights, segmentation, and client health.
At IAPA’s May 2015 seminar in Sydney, Tim Manns of Analytics 8 gave some interesting insights into how customers can be segmented and analysed for risk mitigation.
The basis for the talk was a project for a large bank which wanted to investigate value that could be gleaned from large amounts of transactional customer data.
With a small brief (just 25 days, no additional resource), Tim delved into an uncommon area of customer data: payment transactions by customers to the Australian Tax Office.
Since tax is paid into one of two ATO accounts which are public knowledge, a bank can view the material relationship between the customer and the tax office over time.
The input into the exercise was:
Two factors were focused on: a negative correlation between tax payments and bank balance – ie downward bank balances coincided with tax payments; and a positive correlation – which suggested the customer may have other accounts in another bank.
Tim used using k-means clustering on the basis of
The model was deliberately aimed at yielding roughly equal segments, to keep understandings straightforward for the stakeholders. The segments were then named:
Of course, since the clients varied in size, payments and balances were scaled to focus on trends rather than absolute amounts.
The outcome of the exercise demonstrated there was some good predictive power for ATO payments and accounts subsequently deemed to be at risk. And in a more general sense, transactional data can be a useful, distinct source of behavioural information.
And where does Big Data come in? Our typical expectation of big data conjures up structured and unstructured, heterogeneously-sourced data of a size that calls for non-traditional approaches to number crunching, such as Hadoop. In fact, it can be a number of things, including some or all of this. Further useful discussion can be followed on Webopedia and Wikipedia.
Tim Manns had generously stepped in as a late substitute for the intended seminar, so he can be excused for not covering all possible bases. Big Data is not always a specific technology; in this case, Tim used SAS on a Teradata data platform.
Thanks to Stephen Simmonds for providing this article.