Marketing Forward » financial services

Finding Creditworthy Customers

Hitwise — Tue, 07 Aug 2012 06:00:52 +0000

In today’s marketplace it is crucial for lenders to strategically target creditworthy consumer segments for lending opportunities. Using VantageScore segmentation and insights from AudienceView, we can look at the online behaviors of those with the highest credit worthiness and very low risk (VantageScore A) and how they compare against the online population.

Sites that are effectively receiving more traffic from Vantage Score A users are Discover, American Express and Fidelity Investments, as they have a higher propensity to visit these sites than the online population. Chase Banking stands out in attracting consumers with the highest credit worthiness when compared against the overall online population. Common commercial bank sites such as SunTrust, TD and Capital One are more likely to be visited by the online population than the VantageScore A consumers.

Source: Experian AudienceView

The top search terms of VantageScore A consumers that drive traffic to the Banks & Financial Institutions are very different than the general population. The top search term ‘mortgage calculator’ received the highest share of clicks bringing these consumers to banking sites during the 12 weeks ending July 14, 2012. They are also searching for custom ‘log in’ pages. Banks and financial institutions may want to consider in enhancing their site with this feature in order to attract more high credit consumers.

Source: Experian AudienceView

When trended over time, the term ‘mortgage calculator’ reveals more search volume from May – June this year. With recent news that fixed U.S. mortgage rates fell to new record lows – VantageScore A consumers are seeking out information with potential interest in refinancing or may be prospective home buyers.

Source: Experian AudienceView

The key for success is to offer relevant products, outstanding service and timely marketing messages to generate qualified response to offers. Using precise segment insights, lenders can intelligently and effectively target eligible and profitable consumers for acquisition and existing account management strategies.

Develop a winning online marketing program

Amanda Brief — Wed, 11 Jul 2012 14:58:04 +0000

Identifying who your true customers are and understanding where growth opportunities exist are common questions businesses strive to answer. Axcess Financial, a respected leader in the sub-prime, underbanked and unbanked credit industry, needed help identifying the online behavior and attributes of consumers who were in-market for their products and determining how to outperform their competitors online.

By leveraging Experian Marketing Services’ targeting solutions such as Experian Hitwise and Audience IQ, Axcess Financial was able to overcome the following challenges:

Understand which channels and keywords are most effective in driving low cost, qualified traffic to their website
Identify the segments of consumers with the highest on-site conversion rates
Understand how their key competitors drive converting traffic
Find a solution that would ensure display ads were only shown to their target audience segments in precise geographies
More profitably acquire new customers

Axcess Financial was able to develop a winning online marketing program with outstanding results. in fact, they grew their business by 450% over two years and successfully lower their cost per acquisition (CPA) by 71%.

To learn more, download our latest case study.

Stock and Bond Ownership Nears Pre-Recession Levels

John Fetto — Tue, 27 Apr 2010 17:07:54 +0000

During the previous two years, ownership of stocks and bonds among American adults has seen its share of ups and downs. In 2008 and much of 2009, ownership generally declined. But a year and a half after the onset of the economic recession, stock and bond ownership has begun to climb back to pre-recession levels. As of March 8, 2010, 12% of U.S. adults owned common or preferred stock and 11% owned bonds, including municipal, state, and corporate bonds.

Despite such balancing signs, the American consumer continues to exhibit overall risk-averse behavior and mistrust in the financial system. Compared to March 2008, U.S. adults today are 6% more likely to claim that they do not own any investments and they are 11% less likely to say they feel financially secure. Experian Simmons will continue to monitor this and other important consumer trends and share those findings here.

Google Finance – After the Redesign

Bill Tancer — Fri, 15 Dec 2006 17:54:21 +0000

I’ve had several requests to provide some numbers on finance.google.com in light of their redesign this week. Here are some quick daily stats from this week:

On Wednesday 12/13/06, Google Finance ranked 16th in our Business & Finance – Business Information category with .78% market share of visits for the category up from last Wednesday’s 22nd position with .68% market share. Still the industry leader, Yahoo! Finance with 37.3% market share for the category, has over 50x the market share of Google Finance.

Here’s a daily marketshare of visits chart for Google Finance:

With a clearly compelling set of features and slick design, why is the gap between Google Finance and Yahoo! Finance so large? Aside for brand and switching cost issues, One possible explanation is the differences in distribution channels for the two finance sites. For 12/13/06, Google received 57% of its traffic from the Google homepage (www.google.com) primarily from search on stock ticker symbols. Yahoo! Finance in contrast received only 1.7% of its traffic from search with over 55% of its traffic coming from the Yahoo! front page and My Yahoo! pages.