Briefs

New Data-Driven Systems Enable Bank to Deliver More Targeted Marketing Programs and Increase Customer Retention Rates

Charlotte, NC. -June 28, 2005 - Quaero, a leading provider of services to accelerate marketing performance, was selected by Fifth Third Bancorp to help the bank measure marketing effectiveness and create an improved customer experience. To accomplish this, Quaero recently revamped Fifth Third's data store making it easier to analyze and use customer information for direct marketing programs.

Quaero customized and implemented Fifth Third's marketing campaign management system, Unica Affinium Campaign. The implementation was done in concert with the bank's design and build of a marketing data mart and the deployment of Business Objects for reporting. In addition to the implementation, Quaero helped the bank design key tables to effectively execute and measure marketing programs.

Fifth Third has 5 million customers, segmented into the following groups: consumer, high net worth consumer, commercial and small business. The bank currently runs direct mail programs for new account acquisition, cross-selling and retention, primarily through direct mail and call center and branch calling efforts.

For more information, visit www.quaero.com