Brokerage firm develops data-driven approach to guide omni-channel marketing efforts

This case study reveals how one brokerage firm leveraged financial data and segmentation to drive omni-channel targeted marketing effectiveness.

Challenge

Support a new communications strategy to both build brand awareness and drive new business
Firm wanted to leverage internal and external data: 
  • Create a new segmentation schema to target multiple investor types
  • Develop more targeted offline and online marketing efforts

Solution

Combine data, analytics, and modeling expertise to allocate consumer records to targeted customer segments across multiple marketing channels.

Firm worked with the team to: 

  • APPEND data metrics to firm’s survey respondent file and custom segments, including WealthComplete®(wealth estimates), Investyles®(investment tendencies), estimated income and spending, aggregated credit data, demographic and geographic information
  • DEVELOP custom segment allocation model to allocate target customer and prospect households to the segments
  • ENSURE the data and segments could be applied for both online and offline marketing

Implementation

New segments can drive marketing efforts via multiple channels to specific audiences. 

The firm is now able to better market to consumers with desired characteristics, thus improving budget efficiency

Apply to All Consumers: The firm can allocate customer and prospect households to the custom segments 
All Data Can Be Used Online: Segments can be reached via offline and online channels for consistent messaging
Apply via Multiple Marketing Channels: The segments can be used to drive ads toward target consumers via online, addressable TV, and mobile channels as well as empower point of service representatives with additional insights

Results

Custom segments provided over 500% lift in new account assets for addressable TV campaign.

The firm conducted a campaign via addressable TV whereby consumers in the custom segments were shown ads. Results showed targeting to custom segments via addressable TV achieved:

  • Over 30% lift in the number of new accounts opened
  • Over 500% lift in new account assets

Results may vary based on actual data and situation.

Results may vary based on actual data and situation.
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