PublicationsBACK

Small Businesses and Digital Financial Services - Predictive Modelling and Segmentation for Market Sizing and Product Design

Apr 01, 2019 | S. Buri, M. Van der Westhuizen, S. Heitmann | Mastercard Foundation, IFC

Micro, Small, and Medium-Sized Enterprises are the backbone of vibrant and dynamic economies. But they are sometimes hard for financial institutions to identify because of the methods they use to conduct their transactions. This report discusses predictive data models to help a mobile network operator, identify MSMEs in its market and better understand how to serve them. Identification and segmentation of businesses that use mobile money services provides valuable information for product design and targeted marketing.