Implementación de la estrategia de segmentación de clientes para el incremento en el uso de la tarjeta de crédito de una entidad bancaria

RESUMEN La tesis en la modalidad de suficiencia profesional denominada “Implementación de la estrategia de segmentación de clientes para el incremento en el uso de la tarjeta de crédito de una entidad bancaria” presenta el problema general: ¿Cómo la implementación de la estrategia de segmentación de los clientes incrementará el uso de la tarjeta de crédito de una entidad bancaria?, del cual se plantea el objetivo general: Implementar la estrategia de segmentación de clientes para incrementar el uso de la tarjeta de crédito de una entidad bancaria. Se desarrolla un caso de éxito en una entidad bancaria que se sustenta en los aportes teóricos acerca de la Segmentación de Clientes desde el punto de vista del Marketing, el CRM y la Estadística; también se presenta las bases de la teoría de administración aplicada a la Gestión de Campañas. En el desarrollo del caso se realizó dos segmentaciones: por nivel de consumo (Heavy, Medium, Light Transactor) y por consumo en giros comerciales (Viajeros, Retail, Buen comer, etc) lo que impactó positivamente en el conocimiento del cliente y en la formulación de estrategias comerciales innovadoras que originó buenos resultados en el incremento de uso de la tarjeta de crédito. PALABRAS CLAVE: segmentación, tarjeta de crédito, entidad bancaria, marketing, CRM, gestión de campañas, conocimiento del cliente.ABSTRACT The thesis in the modality of professional sufficiency denominated "Implementation of the strategy of the customer segmentation for the increase in the use of the credit card of a bank" presents the general problem: How the implementation of the strategy of customer segmentation will increase the use of the credit card of a bank?, which propose the general objective: Implement the strategy of customer segmentation to increase the use of the credit card of a bank. It developed a success case in a bank that is based on theoretical contributions on the Customer Segmentation from the point of view of Marketing, CRM and Statistics; it also presents the bases of management theory applied to Campaign Management. In the development of the case, there were two segmentations: by level of consumption (Heavy, Medium, Light Transactor) and by commercial spins consumption (Travellers, Retail, God eating, et cetera.) which positively impacted the customer knowledge and formulation of innovative commercial strategies that resulted in good results for the increase of credit card use. KEYWORDS: segmentation, credit card, banking, CRM, campaign management, customer knowledge

Compilation of salient features observed in histopathology among various experimental groups in the study and the overall inflammation score.

<p>Compilation of salient features observed in histopathology among various experimental groups in the study and the overall inflammation score.</p

Results of alignment of alphavirus E1 glycoprotein.

<p>Alignment of amino acid sequences of E1 gylcoprotein of alphaviruses using CLUSTAL W.CHIKV, ONNV, RRV represent the arthritogenic subgroup, while SFV and EEEV represent encephalitogenic subgroup. Note the Motif SKD and KCA were present in arthritogenic alphaviruses and not in encephalitogenic alphaviruses.</p

List of human proteins obtained in the BioXGEM blast which share structural homology with CHIKV E1 glycoprotein.

<p>The output was limited to 100 proteins only and all the human proteins in these were shortlisted and the most probable proteins that might contribute to the inflammation and arthritic pathology were considered.</p

Salient histopathological features in the lower limb in mice injected with CHIKV (Group 1).

<p>1) Whole mount section of the lower limb showing bluish patches of reactive calcification along the margins of the thigh muscle (x 2. H & E stain). 2) Reveals features of myositis with inflammatory infiltrate in Panel (*I). 3) Muscle necrosis with dense inflammatory infiltrate spreading in the endomysium (*N). 4) Mineralization of the necrosed tissue visible as dark blue flakes (*C). 5) Regeneration of the muscle fibres with the bluish pink colour (*R). 6) Hyperplasia of the bone marrow with prominent megakaryocytes. (Scale bar -200μM, H & E stain).</p

Results of five algorithms used in IEDB server to predict the immunodominant regions of CHIKV E1 glycoprotein.

<p>X-axis represents the position of amino acids of the E1 glycoprotein and Y-axis depicts the score for each algorithm. The red line indicates the threshold used by the algorithm to screen the low scored regions. The yellow peaks represent the stretch of amino acids that have the ability to satisfy the criteria being studied in the respective algorithm.</p

Representative images used for determining the overall inflammation score used in the study.

<p>Inflammation was scored in a scale of 1+ to 4+. A) Minimal inflammation (1+) characterized by sparse inflammatory infiltrate spreading along the interstitium and prominent muscle cell nuclei as a reparative response. B) Mild inflammation (2+) with lymphohistiocytic infiltration. C) Moderate inflammation (3+) with diffuse and focal aggregates of lymphohistiocytic cells spreading between the muscle fibres. Bluish muscle fibres in the section represents the regenerative muscle fibres in response to myositis. D) Severe inflammation (4+) with admixture of lymphohistiocytic and neutrophilic cell infiltrate with myonecrosis and regenerative activity of the muscle fibres. (Scale bar -200μM, H & E stain).</p

Results of alignment between HLA-B27 and CHIKV E1 glycoprotein.

<p>An alignment of amino acid sequences between alpha chain of HLA-B27 and CHIKV E1 glycoprotein. Note: An amino acid similarity (Boxed region) between the two proteins was detected by BLAST. The highlighted area shows the regions where the overlap of the amino acids occurs between CHIKV E1 glycoprotein and HLA-B27.</p

Results of amino acid alignment between C3 component of the complement and CHIKV E1 glycoprotein obtained from BioXGEM blast.

<p>Panel A shows the 3D alignment of two proteins, while panel B represents the actual areas where the structural similarity occurs. In panel A complement component C3 is depicted in red colour and CHIKV E1 glycoprotein in blue. The boxed area depicts the shared structural domains between the two proteins. In panel B the highlighted areas in the alignment indicate the areas of structural homology between C3 component of complement and CHIKV E1 glycoprotein. Further, the areas in the box indicate the sequence which is also present in the antigenic peptides (Peptide A and Peptide B)</p

Salient histopathological features noted in H & E stained sections of lower limbs in mice injected with CHIKV followed by specific peptides A & B (Group 7 & 8).

<p>1) Whole mount section of lower limb of the mice showing inflammatory infiltrate in the thigh muscle and extending along the tendon down (x 2. H & E stain). 2) Variable (dense at places) inflammation (*I) between the muscles fibres widening endomyseal space. Occasional bluish regenerating fibres are seen. 3) Dense reactive mineralisation of the necrotic fibres (*C) seen as bluish aggregates admixed with inflammation. 4) Marrow space of the thigh bone showing mild marrow haemopoietic cell hyperplasia. (Scale bar -200μM, H & E stain).</p