Harnessing Public Data for Strategic Customer Insights
Fulton Bank, an Institute for Business and Information Technology (IBIT) Partner, is working with the Digital Innovation Foundry (DIF) to develop a data-driven strategy for identifying prospective mass affluent customers. The DIF team, comprising Wei Wang (Associate Professor of Accounting), Sudipta Basu (Professor of Accounting), and Manoj Chacko, brings academic expertise to inform and guide the project.
The collaboration centers on leveraging publicly available data sets, identified in cooperation with Fulton Bank personnel, to pinpoint individuals or households most likely to align with the ‘mass affluent’ profile. The team’s process involves analyzing these data sets for relevance and refining them as needed to support one or multiple use cases that represent ideal prospects (use cases developed jointly with Fulton).
A key objective of the initiative is the creation and validation of a predictive model that can help identify these prospects. This model will enable Fulton Bank to more effectively target high-potential customers, enhancing the bank’s outreach and strategic growth efforts through informed, evidence-based decision-making.
