Personalization of banking product - a modern marketing tool

The publication is devoted to the problem of ensuring the competitiveness of banking products in terms of commoditize retail financial services. Because of the alignment of quantita-

tive rational parameters of homogeneous products of different banks, the estimated benefit for the customer is minimized and ceases to be a significant motivator in choosing a Bank. This de- termines the need for new tools profiling banking product. For the formation of a new personal offer to client a commercial Bank is already using its own database of personal data of its cus- tomers (CRM), which organizes only the relationship of the client-Bank. Banks need to use other additional sources of information to analyze consumer behavior and create targeted incentives, as a tool to manage choice of the consumer, it comes and tasks in Bank marketing. Discusses ex- amples of the use of commercial banks third-party complexes of big data, as well as the primary objects and methods of personalization of banking proposals.