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Case Study: Credit Union Exceeds Prescreen Campaign ROI by 115%
Experian Helps SC Telco Credit Union Exceed its Prescreen Campaign Goals
In The Market ModelsSM
New Predictive Metrics to Optimize Your Campaigns
With the lending landscape becoming increasingly competitive, lenders are in search of new advancements in propensity to open models. Experian’s advanced suite of In the Market ModelsSM identifies consumers who will be in the market for a specific type of new credit product in the next 1-4 months, allowing for proactive campaign planning, increased conversion rates and a greater return on marketing investment.
Using In the Market Models in marketing campaigns allows you to refine segmentation strategies and tailor offers to achieve higher open rates, resulting in a greater return on your direct-marketing investment.
Unlike traditional response models, In the Market Models identify consumers who are truly in the market to accept your offer and open a new account, driving increased book rates and higher profitability.
The redeveloped models incorporate unique Experian analytics, including Premier AttributesSM, the credit industry’s most advanced and comprehensive set of attributes that have proven to provide significant lift in model performance, and trended credit data to further increase prediction. This patent-pending approach to scorecard development significantly increases predictive power over previous versions of In the Market Models.
Lenders who incorporate In the Market Models within marketing campaigns can increase open rates by 50 to 100 percent while decreasing marketing costs. Additionally, no inverse risk/response relationship was found when applying an In the Market Model as it identified consumers who opened accounts at both the prime and non-prime levels.
A Suite of Possibilities
In the Market Models predict a consumer’s propensity to open a new account within a one- to four-month window, with individual models offered for each of the following account types:
- Home Equity
- Personal Finance
- Student Loan
Multiple Points of Application
Optimize your strategies across the Customer Life Cycle:
- Prospecting — Increase book rates and reduce marketing campaign costs by using In the Market Models within your prescreen criteria
- Cross-sell — Maximize existing customer relationships by understanding customer needs and designing relevant and timely cross-sell offers
- Retention — Secure refinancing or second-offer opportunities by identifying which consumers within your existing portfolio will be in the market for a new credit product
The suite of In the Market Models provides lenders with enhanced prospecting capabilities that go beyond traditional response models to drive improved book rates and overall return on marketing investment. Refine your marketing efforts and add a new layer of advanced decisioning to focus your efforts on prospects who will drive revenue and profitability for your enterprise.
The suite of In the Market Models fully complies with the Fair Credit Reporting Act (FCRA). Our prescreening process is designed to meet FCRA standards by providing you with only those consumers who meet your pre-established criteria.