The tool of the invention is a data gathering and analytical process that uses internal customer data and external CRA data to build a consumer credit market data base and data structure. The internal customer data is classified according to identified Customer Attributes, the CRA data is also classified according to identified Consumer Attributes and the combined data is further classified according to additional Value Added Attributes. The resulting data structure is organized at the individual level such that each individual has associated therewith values for each of the Customer Attributes, Consumer Attributes and Value Added Attributes. The resulting analysis can be used to set institutional strategies and/or to make predictive decisions on individual borrower credit requests.