Paper Title
BUSINESS INTELLIGENCE FOR CUSTOMER SEGMENTATION AND TARGETED MARKETING IN FINANCIAL INSTITUTIONS: A COMPREHENSIVE LITERATURE REVIEW

Abstract
The financial services industry thrives on understanding customer needs and preferences. Business intelligence (BI) empowers financial institutions to leverage vast amounts of customer data for customer segmentation and develop targeted marketing campaigns. This literature review explores the intersection of BI, customer segmentation, and targeted marketing in financial institutions. We delve into the research methodologies employed, analyze applications, benefits, and limitations of this approach. Additionally, we explore promising future directions for research, offering insights into the evolving landscape of customer segmentation and targeted marketing within the financial sector. Keywords - Business Intelligence, Sales Targeting, Customers Segmentation