Graduate School of Business

Stanford University

MKTG 366: Marketing Analytics

Pilgrim Bank (A) Case: Discussion Questions

1. How do retail banks make money from their customers? How much variation is there in
profit across customers? What should the bank be doing to match service levels with
profitability?
2. Using the associated dataset, attempt to replicate the analysis done in the case, especially
Exhibit 3.
3. How should Pilgrim Bank be thinking about pricing of online banking? Should they be
aggressively driving a shift to online banking? Think about what kind of analysis you
might want to do on the data to help you answer these questions.

MKTG 366