REVIEWER: Michael Sung, senior vice president of the Strategic Marketing Department for Chinatrust Commercial Bank.

BACKGROUND: Chinatrust Commercial Bank (CTCB) is one of Taiwan's leading financial services providers, serving 4.5 million customers. CTCB contracted Teradata to provide both the technical implementation and the CRM business consulting. The project is considered a huge success. CTCB estimates that the first 10 campaigns alone generated NT$479 million in new business, repaying the cost of the CTCB campaign management project twice over and generating an average ROI of 168 percent. CTCB has since implemented an additional 40 campaigns with similar results.

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