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Data-Driven Marketing

Images of table of contents, secondary research and overview of detailed persona

Provident Bank Consumer Segmentation Study

Challenges

To broaden customer base through learnings about current customer segments, motivations and preferences; offset attrition inherent in aging customer base.

Solutions

Segmentation study uncovered five personas and revealed important insights regarding the bank’s customer lifecycle (and how younger “evangelists” might be engaged), customers acquired via mergers, commonalities among segments and sensitivity to perceived inconveniences and fees.

Findings enable the bank to develop strategies and campaigns to achieve business objectives.

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MKP communications inc.

Financial marketing and merger communication specialists.

We’ve spent 30 years building a nationwide client base of financial institutions, large and small.

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