Leverages asset-based segmentation to grow business
Enhance target marketing to members to grow asset and loan balances
CHALLENGE:
Identify and market to a niche group of members that were not being adequately served
The team wanted to better meet the needs of its members and transition from a product-based to
a needs-based approach for its sales and marketing efforts.
They had previously relied on various segmentation schemas including age range, credit-worthiness, and income estimates, yet had not achieved desired results.
SOLUTION:
Combine internal analytics with asset-based segmentation to deliver the right message to the right member at the right time
The Business Performance Management team leveraged Financial Cohorts® asset-based segmentation system to:
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BETTER IDENTIFY profitable members that were likely
to have between $100K and $500K in investable assets -
DETERMINE likely product needs which could be used
to develop tailored marketing campaigns - CONDUCT trend analysis and uncover new opportunities for growth
RESULTS: Targeted members deliver over 100% lift in deposit, investment, and loan balances
RESULTS:
Group 1 achieved over 100% LIFT for key metrics
IMPLEMENTATION:
The marketing team conducted a test campaign to two groups:
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Group 1: |
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Group 2: Results may vary based on actual data and situation. For more information click here. |
