Are Credit Card Companies Predicting Divorces?
Credit card companies are using information gained from the data of transactions to predict large life events that might impact consumer acitvity. One of these large life events is divorce and credit card companies want to predict when that might happen.
Credit card companies have accss to large amounts of data about the people who use their cards. All manner of transactions go through the systems of these companies, and they use this information to their advantage.
When it comes to divorce, if a credit card company can predict when a consumer might be nearing a divorce, they can better evaluate whether someone is going to be paying off their credit bill or missing payments or leaving a balance. People going through domestic troubles are more likely to have an impact on the credit card company and its financial interests, therefore, they want to be able to predict it. Divorce is a potentially serious risk to companies that specialize in and depend on risk management.
Credit companies want to sell more services and products, and they want to know the liklihood of consumers paying off their debt. They are willing to use the data they receive from previous transactions to achieve this goal.
Author and professor at Yale Law School, Ian Ayres, discusses the strategies used by credit companies in his book “Super Crunchers”. He told the Daily Beast that “credit card companies don’t really care about divorce in and of itself– they care whether you’re going to pay your card off.”
Confidential and tightly guarded methods are used to track the information used by crdit companies. Visa told The Daily Beast that it “does not tract or monitor cardholder marital status, nor does it offer any service or product that predicts potential divorce.”
Easily accessible data is increasingly enabling companies to predict the lifestyle choices and behaviors of consumers. Predictive modeling can use one set of data to answer a seemingly unrelated question. for example, purchasing information could provide information about whether a consumer has recently relocated. This data could then be used to offer products aimed at consumers who have just moved.
Credit card marketing partnerships can be well-served by knowing such biographical details about potential consumers. For example, if a customer has just moved, the credit company could infor a marketing aprtner that might be a home refurbishing business.
“There’s a whole market out there that has tried to predict whether someone has jsut moved, and to be first with the offers,” according to Bob Grossman, the director of the Laboratory for Advanced Computing at the University of Illinois at Chicago.
Crunching numbers for strategic purposes is a trend taking hold in business at large, and credit card companies are early adopters. Tools to analyze data are more sophisticated, and therefore more insights and analysis are being drawn from the data.
Wheter or not credit companies can predict an impending divorce, one can be sure that they are working hard to make the information at their fingertips profitable.
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