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Digital-First Strategies: New Analytics and Artificial Intelligence for Marketing

Published: July 2, 2021 by Kim Le

Establishing a strong digital strategy remains a top priority for most financial institutions. With more eyes on screens and electronic devices, the pandemic-induced shift to digital has increased the need to meet consumers where they are.

New Innovations As a Result of an Accelerated Shift to Digital 

In Ernst & Young’s 2019 biannual Global Fintech Adoption Index, 46% of American respondents indicated they were using at least one fintech service. Fast forward, COVID-19 has accelerated the American adoption rate to 59%, according to a September survey conducted by Plaid, a leading digital payments infrastructure company. This shift to digital also resulted in an uptick in the creation of banking and savings processes that leverage advanced technologies. For example, digital-first technologies and artificial intelligence (AI) are changing the prescreen landscape as never before. For financial institutions, smart prescreen marketing solutions, coupled with a traditional approach to personalized service, present vast opportunities to build deeper consumer relationships. However, implementing an effective strategy can be challenging.

In a recent webinar, Experian’s Vice President of Product Management Jacob Kong tackled the topic of using new analytics and AI to create a digital-first strategy. Joined by Mark Sievewright, founder of Sievewright & Associates and co-author of Digital Life, and Devon Kinkead, CEO of Micronotes.ai, they explored the evolution of banking and the possibilities offered by pairing data with technology in our new digital world.

Watch the full webinar, ‘Digital-First Strategies: New Analytics and Artificial Intelligence for Marketing,’ and learn more about:

      • The shift to digital life and banking, new analytics and AI
      • How data and information value empowers prescreen marketing
      • Emerging technologies and new tools that can support aggressive growth and marketing initiatives while mitigating risk
      • How Experian is joining forces with Micronotes.ai to launch Micronotes ReFI powered by Experian, to help lower customers’ or members’ borrowing costs by refinancing mispriced debt

Learn more about Micronotes ReFI powered by Experian

To explore how Experian’s solutions and capabilities can power your prescreen and marketing strategies, please visit our solutions page or contact us for more information.

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In today’s digital lending landscape, fraudsters are more sophisticated, coordinated, and relentless than ever. For companies like Terrace Finance — a specialty finance platform connecting over 5,000 merchants, consumers, and lenders — effectively staying ahead of these threats is a major competitive advantage. That is why Terrace Finance partnered with NeuroID, a part of Experian, to bring behavioral analytics into their fraud prevention strategy. It has given Terrace’s team a proactive, real-time defense that is transforming how they detect and respond to attacks — potentially stopping fraud before it ever reaches their lending partners. The challenge: Sophisticated fraud in a high-stakes ecosystem Terrace Finance operates in a complex environment, offering financing across a wide range of industries and credit profiles. With applications flowing in from countless channels, the risk of fraud is ever-present. A single fraudulent transaction can damage lender relationships or even cut off financing access for entire merchant groups. According to CEO Andy Hopkins, protecting its partners is a top priority for Terrace:“We know that each individual fraud attack can be very costly for merchants, and some merchants will get shut off from their lending partners because fraud was let through ... It is necessary in this business to keep fraud at a tolerable level, with the ultimate goal to eliminate it entirely.” Prior to NeuroID, Terrace was confident in its ability to validate submitted data. But with concerns about GenAI-powered fraud growing, including the threat of next-generation fraud bots, Terrace sought out a solution that could provide visibility into how data was being entered and detect risk before applications are submitted. The solution: Behavioral analytics from NeuroID via Experian After integrating NeuroID through Experian’s orchestration platform, Terrace gained access to real-time behavioral signals that detected fraud before data was even submitted. Just hours after Terrace turned NeuroID on, behavioral signals revealed a major attack in progress — NeuroID enabled Terrace to respond faster than ever and reduce risk immediately. “Going live was my most nerve-wracking day. We knew we would see data that we have never seen before and sure enough, we were right in the middle of an attack,” Hopkins said. “We thought the fraud was a little more generic and a little more spread out. What we found was much more coordinated activities, but this also meant we could bring more surgical solutions to the problem instead of broad strokes.” Terrace has seen significant results with NeuroID in place, including: Together, NeuroID and Experian enabled Terrace to build a layered, intelligent fraud defense that adapts in real time. A partnership built on innovation Terrace Finance’s success is a testament to what is  possible when forward-thinking companies partner with innovative technology providers. With Experian’s fraud analytics and NeuroID’s behavioral intelligence, they have built a fraud prevention strategy that is proactive, precise, and scalable. And they are not stopping there. Terrace is now working with Experian to explore additional tools and insights across the ecosystem, continuing to refine their fraud defenses and deliver the best possible experience for genuine users. “We use the analogy of a stream,” Hopkins explained. “Rocks block the flow, and as you remove them, it flows better. But that means smaller rocks are now exposed. We can repeat these improvements until the water flows smoothly.” Learn more about Terrace Finance and NeuroID Want more of the story? Read the full case study to explore how behavioral analytics provided immediate and long-term value to Terrace Finance’s innovative fraud prevention strategy. Read case study

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