Network analysis to identify and segment farmers
Network analysis to identify and segment farmers13 April, 2018 •
Exploring how transactional-data-driven network analysis can allow financial service providers increase the value they provide to customers
Traditional banks serve a diverse set of customers that may include entities such as schools, churches, agricultural cooperatives, small enterprises, SACCOs, farmers, households and individuals (to name a few). Each of these customer segments engage in similar economic activity, have specific financial needs and require different products and services. The information that banks have on these customers segments, or that they can infer, often differs. This case study considers how banks can identify and segment customers that are engaged in farming activity by analysing their transaction patterns and relationships (in a defined network) with other customer segments (such as agricultural cooperatives or dealers) that the banks may have more information on.
This document forms part of a series of case studies that explore how new data-driven solutions can overcome financial services delivery challenges. Each case study presents a business challenge faced by a bank, mobile network operator, insurer or fintech in delivering financial services to the financially excluded or underserved. We then present a real-life case study to demonstrate how a specific data source and data application allowed our partners to overcome the business challenge. Our aim with these examples, or case studies, is to allow for a more granular discussion on how data may contribute to improved financial inclusion.