1、学士毕业论文 1 附 录 附录 A: 外文资料翻译原文部分： CUSTOMER TARGETTING The earliest determinant of success in the development of a profitable card scheme will lie in the quality of applicants that are attracted by the marketing effort. Not only must there be sufficient creditworthy applicants to avoid fruitless and exp
2、ensive application processing, but it is critical that the overall mix of new accounts meets the standard necessary to ensure ultimate profitability. For example, the marketing initiatives may attract sufficient volume of applicants that are assessed as above the scorecard cut-off, but the proportio
3、n of acceptances in the upper bands may be insufficient to deliver the level of profit and lesser bad debt required to achieve the financial objectives of the scheme. This chapter considers the range of data sources available to support the development of a credit card scheme and the tools that can
4、be applied to maximize the flow of applications from the required categories. Data availability The data that makes up the ingredients from which marketing campaigns can be constructed can come from many diverse sources. Typically, it will fall into four categories: 1 the national or regional regist
5、er of voters； 2 the national or regional register of court judgments that records the outcome of creditor-debtor legislation； 3 any national or regional pooled information showing the credit history of clients of the participating lenders； and 4 commercially compiled data including and culled from n
6、ame and address lists, survey results and other market analysis data, e.g. neighborhoods and lifestyle categorization through geo-demographic information systems. The availability and quality of this data will vary from country to country and bureau to bureau. Availability is not only governed by th
7、e extent to which the responsible agency has undertaken to record it, but also by the feasibility of accessing the data and the extent (if any) to which local consumer legislation or other considerations (e.g. religious principles) will allow it to be used. Other limitations on the use of available
8、data may lie in the simple impossibility or expense of accessing the information sources, perhaps because necessary consumer consent for divulgence has been withheld or because the records are not yet stored electronically. 学士毕业论文 2 The local credit information bureaux will be able to provide guidan
9、ce on all of these matters, as will many local trade or professional associations or the relevant government departments. Data segmentation and Analyses The following remarks deal with the ways in which lawfully obtained data may then be processed and analyzed in order to maximize its value as the b
10、asis of a marketing prospect list. Examples of the types and uses of data that will play a role in the credit decision area are discussed later in the chapter, within the context of application processing. The key categories into which prospects may be segmented include lifestyle, propensity to purc
11、hase specific products (financial or otherwise) and levels of risk. The leading international information bureaux will be able to provide segmentation systems that are able to correlate each of these data categories to provide meaningful prospect lists in rank order. Additionally, many bureaux will
12、have the capability to further enhance the strength and value of the data. Through the selective purchasing of data from bona fide market sources, and by overlaying generic factors deduced from the analysis of the broad mass of industry information that routinely passes through their systems, the be
13、st international operators are now able to offer marketing and credit information support that can add significantly to the quality of new applicants. The importance of the role and standard of this data in influencing the quality of the target population for mailings, etc. should not be underestima
14、ted. Information that is dated or inaccurate may not only lead a marketer and the organization into embarrassment and damage their reputations, but it will also open the credit card scheme to applicants from outside either the target sector or ,worse still, applicants outside the lenders view of an
15、acceptable credit risk. From this, it follows that you should seek to use an information bureau whose business principles and operating practices comply with the highest levels of both competence and integrity. Developing the prospect database This is the process by which the raw data streams are br
16、ought together and subjected to progressive refinement, with the output representing the refined base from which prospecting can begin in earnest. A wide experience-often across many different markets and countries-in the sourcing, handling and analysis of data inevitably improves the quality of the
17、 ideas and systems that a bureau can offer for the development of the prospect database. In summary, the typical shape of the service available from the very best bureaux will support a process that runs as follows: 学士毕业论文 3 1. collect and consolidate all data to be screened for inclusion； 2. merge
18、the various streams； 3. sort and classify the data by market and credit categories； 4. screen the date using predetermined marketing and credit criteria； and 5. consolidate and output the refined list. Bureaux will charge for the use of their expertise and systems. Therefore, consideration should be
19、 given to the volumes of data that are to be processed and the costs involved at each stage. The most cost-effective approach to constructing prospect databases only undertakes the lowest-cost screening process within the earlier stages. The more expensive screening processes are not employed until
20、the mass of the data has been reduced by earlier filtering. It is impossible to be prescriptive about the range and levels of service that are available, but reference to one of the major bureaux operating in the region could certainly be a good starting point. Campaign Management and Analysis Again
21、, this is an area where excellent support is available from the best-of-breed bureaux. They will provide both the operational support and software capabilities to mount, monitor and analyse your marketing campaign, should you so wish. Their depth of experience and capabilities in the credit sector w
22、ill often open up income: cost possibilities from the solicitation exercise that would not otherwise be available to the new entrant. The First Important Applications of DBMSs Data items include names and addresses of customers, accounts, loans and their balance, and the connection between customers
23、 and their accounts and loans, e.g., who has signature authority over which accounts. Queries for account balances are common, but far more common are modifications representing a single payment from or deposit to an account. As with the airline reservation system, we expect that many tellers and cu
24、stomers (through ATM machines) will be querying and modifying the banks data at once. It is vital that simultaneous accesses to an account not cause the effect of an ATM transaction to be lost. Failures cannot be tolerated. For example, once the money has been ejected from an ATM machine ,the bank m
25、ust record the debit, even if the power immediately fails. On the other hand, it is not permissible for the bank to record the debit and then not deliver the money because the power fails. The proper way to handle this operation is far from obvious and can be regarded as one of the significant achievements in DBMS architecture. Database system changed significantly. Codd proposed that database system should present the user with a view of data organized as tables called relations. Behind
