Publications

DM Direct Special Report -- October 05, 2004 Issue -- By Michael Meltzer

[Part 3 of this report focuses on practical application through case studies].

A major U.K. bank wanted to identify potential credit card customers that would more readily reply to a direct mail shot and would bring higher returns in terms of card usage coupled with a low risk of default profile. ...

...

Bank of America wants to retain its best customers (the annual customer turnover rate in banking is 30 percent in the U.S. while tenure in Europe tends to be measured in years) to identify opportunities to sell them additional services. The bank has developed profiles of its most valuable accounts, with relationship managers being assigned to the top 10 percent of the bank's customers ...

They believe the results of their work have been an improvement in response to their targeting of over 100 percent.

Here is the rest of the story.