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| Authors: | Omar Mohamed |
| Affiliation: | Omar Mohamed is a Customer Intelligence Analyst for M&S Money, based in Chester. He describes his career in this issue's "Possibility space". |
| Abstract: | Predictive modelling provides a way to increase profitability and customer satisfaction in the financial services sector. Following on from Career Story , Omar Mohamed describes the successful use of this technique in recent marketing activities for the M&S "&More" credit card. |
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