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Activity Number:
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425
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Type:
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Contributed
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Date/Time:
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Wednesday, August 1, 2007 : 10:30 AM to 12:20 PM
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Sponsor:
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Section on Statistics and Marketing
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| Abstract - #309813 |
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Title:
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Development of Personal Proposals from Financial Institutes During Interactive Real-Time Browsing of Potential Clients
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Author(s):
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Hye-Kyoung Kim*+ and Dmitri Kuznetsov and Peter E. Harvey
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Companies:
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Intellidyn Corp. and Intellidyn Corp. and Intellidyn Corp.
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Address:
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105 Maxess Road, Melville, NY, 11747,
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Keywords:
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financial services ; interactive browsing ; marketing
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Abstract:
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Internet browsing presents significant opportunities to challenge attention of potential clients to financial and other services that fit their needs in the best possible way. At present there exist many segmentation and clustering schemes that describe behavioral peculiarities and needs of any person belonging to one of these segments/clusters. Thus, to make a reasonable proposal we have to assign a browsing person to a specific cluster. The problem is how we can do it during a brief real-time connection with (1) a fun, (2) just a few unostentatious questions, and (3) a confidential, respectful and clear manner. In the present paper we described our approach to the problem that was successfully applied at a leading financial-services company.
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