How to enhance targeting for credit union's credit card ITA with wealth-based financial measures

November 20, 2020

Enhance targeting for ITA credit card campaign with wealth-based financial measures

Best Practice: Enhance targeting for credit union’s credit card invitation to apply (ITA) prospecting campaign with wealth-based insight

CHALLENGE:

Improve targeting efficiency for credit union’s direct mail ITA prospecting campaign

Credit union was relying on internal models and other publicly available data to define the target audience for credit card prospecting campaigns, resulting in targeting a large population of prospects and high cost per campaign

Company wanted to improve campaign efficiency

SOLUTION: 

Credit union can utilize WealthComplete® household-level total assets estimate to identify prospects likely to have higher asset potential and narrow the target audience

WealthComplete: Enables firms to gain an estimate of total invested assets per household

By applying WealthComplete estimates to its model, the credit union can:

  • IDENTIFY households with significant estimated asset opportunity

  • NARROW the target audience to these higher potential prospects

  • SEGMENT households without the use of protected class variables

Results of back-end analysis

By applying WealthComplete to its model, the credit union could decrease the target audience
of ITA prospecting mailings by 43%, SAVING OVER $100,000 IN OPERATIONAL COSTS.

Potential results for a typical campaign:

Neither these materials nor any product described herein were developed or intended to be used for the extension of credit to any individual, nor may they be used for purposes of determining an individual's creditworthiness or for any other purpose contemplated under the Fair Credit Reporting Act, 15 U.S.C. § 1681 et seq.  Prior results not always indicative of future performance
 
Previous Article
Best practices for brokerage firm FAs and managers
Best practices for brokerage firm FAs and managers

In this case study, Brokerage firm FAs and managers need to determine which clients hold the most potential...

Next Article
South Carolina Federal Credit Union leverages asset-based segmentation to enhance target marketing
South Carolina Federal Credit Union leverages asset-based segmentation to enhance target marketing

In this case study, South Carolina Federal Credit Union leverages asset-based segmentation to enhance targe...