What does the term 'card base' refer to?

The term 'card base' specifically refers to the population of cardholders within a single-card family. This encompasses all holders of a specific type of card—such as a particular credit card, debit card, or any other card product offered by a financial institution—allowing for analysis and assessment of that card’s market penetration and usage.

By focusing on a single-card family, organizations can better understand their customer base, tailor marketing strategies, and evaluate the performance of that specific card product. This distinct definition sets 'card base' apart from broader terms, such as the total number of card types issued or the overall potential revenue from card transactions, which do not capture the specificity of cardholder demographics tied to one card variant. Understanding the characteristics and behavior of cardholders within this family enables targeted initiatives aimed at enhancing customer engagement and loyalty.