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IMAGINE: Imagine having a database system which you do not run yourself, but is run by an outsourced staff of management, finance, marketing, and sales professionals, with a technology support team dedicated to increasing your profitability. Imagine running your institution according to the discipline of "Profit Risk". Imagine being able to access your relationship, prospect, and national consumer and business databases whenever you want. Imagine having relationship and prospect profiles, telling you whom to target and what to sell. Imagine being able to incorporate profitability analysis and measurement into your database, so that you know who are your profitable relationships, products, branches and sales officers. Imagine having the information you need to price your products profitably and to determine how best to package your services. Imagine being able to use models to get a picture of who your best relationships and prospects are, how they can be reached, and what they are likely to purchase next. Imagine providing your management team with the access, analytics, and tracking tools they need. Take the Profit Challenge

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