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TMG develops cardholder profitability tool
DES MOINES, Iowa (4/13/10)--In response to client demand, TMG (The Members Group) has developed a data tool that examines the revenue a financial institution earns from each individual account in its credit card portfolio. The TMG Cardholder Profitability Data File is available monthly and includes detailed income information to help credit card portfolio managers determine the actual revenue earned from a cardholder's monthly activity. Data fields include late fees, foreign fees, transaction totals, current balance and interest billed. "You can never have too many attributes when examining a cardholder file," said TMG client Bonnie Fannin, assistant vice president, credit cards, at Orange County's CU, based in Santa Ana, Calif. "Profitability is one attribute among others that will help us in selecting our target audience for a variety of marketing programs." TMG anticipates the product will accelerate evaluation of individual cardholder requests, such as credit line increases and pay-off schedules, ultimately resulting in a more satisfied cardholder. The data also could help managers predict better the profitability of card portfolio upgrades, such as rewards programs and assess the success of recent marketing initiatives. "Cardholder-level reports are becoming increasingly important for credit card issuers who face complex decisions in the new Credit CARD Act environment," said Cindy Tannatt, TMG's director of client services. Fannin, whose credit union recently eliminated overdraft fees and default pricing due to challenges created by the Credit Card Accountability, Responsibility and Disclosure Act, says she sees potential for the data to shed light on decisions made inside a changing regulatory environment. "By assigning profit numbers to cardholder accounts, we would be better able to model the profitability outcomes of eliminating or assessing fees," she said.


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