DDM - Financial Services

Firm Drives Omni-Channel Marketing - Case Study

Segment your customers and prospects to optimize your marketing campaigns

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Firm Drives Omni-channel Targeted Marketing Efforts Leverages Financial Data and Segmentation Expertise case study A leading brokerage firm wanted to combine its internal survey-developed attitudinal data with estimated consumer financial data and other granular metrics. With this combined data set, the team worked with the firm to devise a process for assigning customers and prospects to custom segments that could be applied in multiple marketing channels to support the firm's new communications strategy and drive new business. Challenge: Build a Data-driven Approach to Drive Omni-channel Marketing Efforts A leading brokerage firm was launching a new communications strategy and wanted to build marketing efforts to support the new brand positioning. The firm wanted to reposition itself as a company that understands its customers and can help various investor types meet their specific investment needs. In the past, the firm had relied on broad-based advertising to promote its brand. For the new strategy, the marketing team wanted to take a data-driven approach to both build awareness of its new positioning and also drive new business. They had already conducted extensive internal surveys that they wanted to incorporate into their targeting efforts, but knew they needed unique behavioral financial data and a sophisticated modeling approach to be able to assign prospects and customers into the messaging segments. In addition, the firm wanted to make sure that their custom segments could be applied both offline and online for branding and business development. Solution: Combine Data, Analytics, and Modeling to Allocate Consumer Records to Targeted Customer Segments The team worked with the firm to create a process for implementing the firm's new segmentation schema to market to multiple investor types, as per the following steps: ■ ■ Start with firm data: The team started with the firm's attitudinal survey data and a file of survey respondents that had been allocated to a set of messaging segments based on results of the survey. IXI TM Network Member Financial Services Firm CHALLENGE Combine internal and external data to create a sophisticated data-driven marketing system that would support the firm's new communications strategy and generate new business. SOLUTION Utilize financial data, analytics, and modeling expertise to assign customers and prospects to a set of attitudinal targeting segments built by the financial services firm that could be applied to multiple channels. RESULTS Addressable TV campaign to custom segments resulted in an over 500% lift in new account assets; segments could also be applied via online, mobile, direct mail, and other channels to enhance budget efficiency and offer consistent messaging.

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