Isabelle, vice-president of customer loyalty and insight at a big bank, has led the development of a package of new products/services for clients, and a five-minute presentation to explain the offering. In a pilot test, where client managers randomly select walk-in customers and offer to go through the presentation, some agree to listen but others don't have the time. Several months later, when data about client profitability is available, she notices that average profit from clients who listened to the presentation is lower than those who did not. Disappointed by the outcome and at a loss to understand why, she pulls the customer-profile data hoping that data analysis will explain the decrease in profitability.

Spreadsheet supplement for Case IN1708

Spreadsheet supplement for Case IN1708

Spreadsheet supplement for Case IN1708