FlowTracker Analytics Develops Depositor Behavior Tracking Software for Banks

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The latest version of FlowTracker software enables bank management to understand how customer banking relationships change over time. FlowTracker version 1.5 creates transaction-like "events" that reflect individual money management decisions. These events reveal money flows into and out of customer accounts as well as inter-branch and inter-product cannibalization and product substitution. Flows from cannibalization typically amount to 30% of account growth in a bank. Knowing what customers are really doing with their money will profoundly impact bank marketing and sales strategies.

It enables a banker to understand and discuss changes in a customer's relationship over time without having to work through thousands of transactions to get to the essence of what is changing, how fast and in what direction. The chance to screen 30% of the volume out of contact management lists because they are false positives should also grab the attention of field managers everywhere

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FlowTracker Analytics Inc. revealed they have developed customer behaviour tracking software for banks that analyzes the flows of funds within customer relationships. Research based on 1 million US households over a 3 month period, shows that 30% of all account balance changes are funded by transfers between customers' accounts. This discovery will dramatically alter the industry's understanding of customer behaviour, as well as marketing, sales and service performance by separating internal from "new" money flows for the first time.

FlowTracker Analytics seeks to answer the basic questions of bank portfolio management - who, what, when and where changes have happened- without complex and expensive transaction mapping and analysis. The result is their patent pending FlowTracker bank portfolio analysis software, which does just what it says - it tracks flows within, into and out of portfolios of customer accounts.

A unique feature of this analysis is that it enables bankers to see flows between accounts, products and branches that belong to the same customer as internal flows (product substitution and cannibalization), distinguishing them from money coming into or leaving their bank (real sales and attrition). Since 30% of flows are internally funded, this information is critical to understanding sales, attrition, product performance, branch performance and customer behaviour.

FTAI's President David McNab, a Chartered Accountant is the lead thinker behind this innovation. Since the 1980's he has been developing analytics and insights for the Financial Services Industry, and has published a number of authoritative articles on management, measurement and customer intelligence methods for the Canadian Marketing Association and the American Management Institute for Financial Services. His thinking turned to customer flow of funds as an extension of the industry's adoption of customer centric measurements.

"Since the 1990's banks have been slowly assembling an understanding of each customer as a business relationship. They first developed balance sheets assembling a customer's accounts together. Next they built customer profitability, which is really a mini income statement for each customer. What we've developed is the flow of funds statement that completes the picture of the customer's relationship with the bank" says McNab.

Knowing these flows touches many aspects of bank management, including product performance analysis, branch location analysis, sales force compensation, predictive modeling, target marketing, customer segmentation and even the dialogue the bank can have with individual customers. "FlowTracker produces a kind of corporate memory, sorting out what is important from what is not" says McNab. "It enables a banker to understand and discuss changes in a customer's relationship over time without having to work through thousands of transactions to get to the essence of what is changing, how fast and in what direction. The chance to screen 30% of the volume out of contact management lists because they are false positives should also grab the attention of field managers everywhere".

FlowTracker version 1.5 is available only from FlowTracker Analytics Inc.

For additional information on the news that is the subject of this release contact David McNab directly or visit FlowTracker Analytics Inc.

About FlowTracker Analytics Inc.:

Flowtracker Analytics is a private company specializing in development, publishing and implementation of software which enables banks to increase marketing, sales and service effectiveness by better understanding their relationships with customers.

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