Wells Fargo

The Project: Track and analyze every transaction made by its 10 million retail customers, whether at ATMs, bank branches, or online.

The Payoff: Wells Fargo better targets products, from mortgages to credit lines. It sells nearly double the industry average per customer.

Wells Fargo & Co. (WFC ) has become so good at predicting consumer behavior that it practically knows what customers want before they realize it themselves. The San Francisco bank's secret: Net technology that it developed in-house last year. Every transaction -- whether it's over the phone, at an ATM, in a bank branch, or online -- is collected and combined with personal data that the customer provides. Wells crunches the info and models behavior to come up with prospective offerings, like a low-cost second mortgage -- just at the right time to coincide with a life-changing event. The result: Compared with the industry average of 2.2 products per customer, Wells Fargo sells four.

By Mara Der Hovanesian

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