Project Description

EXCEEDING GOALS WITH DATA-DRIVEN MARKETING

Objective:

To gain new auto loans.

Analysis:

This $865 million institution realized that their current customers represented a rich area of potential for auto loans. With a relationship of trust already established, the likelihood of successful relationship deepening is increased. The institution turned to MARQUIS to help identify credit-worthy households who could save money by refinancing auto loans from other lenders.

Action:

Data analysis yielded a list of qualified recipients, and further credit research enabled the institution to offer a specific rate and quote specific monthly payments and annual savings. Variable lifestage imagery was used and a PURL was set up for an easy response mechanism. The resulting offer was targeted, personal and compelling.

Results:

With a response rate of 2.98%, the campaign brought in $2.1 million in new loans, representing more than $78,000 of annual income for the institution. The initial goal of 47 new loans was more than doubled, and the ROI for the program was 501%.

SOLUTIONS USED

MARQUIS MCIF | MARQUIS Creative