How to balance marketing, risk and profitability
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- Annabel Porter
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1 How to balance marketing, risk and profitability
2 Introducing: Brian Bork Capital One Brett Brandau Barclaycard US Jeff Tracey Sallie Mae Craig Wilson Experian Lynn Brunner Experian
3 Constructing an effective financial services growth strategy isn t as simple as casting Alec Baldwin for television spots Real success stems from the creation of an environment where marketing is an integrated part of all operations, ranging from underwriting to customer retention. Source, J. Pilcher, CEO, The Financial Brand 3 Experian 4/17/2017 Experian Public Vision 2017
4 The traditional sales funnel is changing Shift of focus and spend from traditional direct mail Direct mail is still preferred channel for some segments and products Direct Mail Purchase Seeing a migration to digital supporting and substituting How to manage risk? Facebook Website visit TV commercial Mobile Ad 4 Experian
5 Make the right decisions for profitability Transactional marketing Marketing based on credit and risk management Pure relationship marketing Understanding customer needs and wants to tailor offerings accordingly Integrated marketing Creating long-term relationships and value while recognizing the impact of transactions and risk management 5 Experian
6 Optimizing marketing programs through CRM Driving value using relevant and meaningful data and communication 6 Where to invest Identify customers whose behavior we can most influence What to say Build relevant offers based on historical and predicted behaviors How to say it Drive tone and treatment based on preferences and demographics Customer value Customers value models (current and potential) Share of wallet analysis and modeling Life-cycle journey mapping Shopping behavior Behavioral segmentation Response modeling Offer optimization Customer demographics Demographic segmentation Consumer view / attitudinal segmentation Ongoing testing and learning 6 Experian
7 Leveraging the power of consumer marketing data We used brand and shopping habit data 69% of consumers with an active Cap One partner credit card are most likely to spend $2000 or more annually within the retail category of this partner card We can use this for targeting, offer value and look-alike modeling Attitudes and opinions Web & search behavior 650+ psychographi cs Traditional & digital media Brand & shopping habits Digital & mobile device use Demographics & lifestyles 7 Experian
8 Partner Cap One TAPS Combining with credit data for a new view of the consumer Active partner consumers with an active Cap One credit card spend 1.6 times more at partner venues annually then those with an inactive card Metrics Cap One Active and Partner Active Cap One Active and Partner Inactive Cap One Inactive and Partner Active Cap One Inactive and Partner Inactive Number of consumers 66% 0% 9% 25% Total annual retail spend $3,000 $2,400 $850 $1,180 Other retail revolving card annual retail spend Partner credit card annual retail spend 50% 75% 94% 97% 50% 25% 6% 3% We can use this for share of wallet, loyalty and engagement Cap One 12 month purchase transaction spend Partner 12 month transaction spend $1,630 $430 N/A N/A $1,360 N/A $850 N/A Note: Numbers are representative of what we saw with one of our Partner Card accounts 8 Experian
9 Making the right decisions around data, insight and decisioning New product launch considerations and market sizing Data for developing the target market Evaluation of risk appetite and credit trends Identification of data attributes to drive targeting differentiation Development of custom origination model(s) Go to market strategy Pilot, test and learn, roll-out Leveraging both traditional direct mail and digital channels 9 Experian
10 Balancing proactive and passive channels helps meet market and engagement challenges Challenges 1. Broaden the acquisition funnel and meet budget constraints 2. Increase conversion at the time of underwriting 3. Target effectively across all marketing channels 4. Maximize customer profitability, not just manage credit risk 5. Balance learning for roll-out with meeting funding goals in Y1 Proactive Regular batch offers Direct mail prescreen: Targeted High conversion Declining response Expensive Call center, browsing interactions Maximize engagement: Use every consumer touchpoint Link to proactive activity Passive Website, mobile app After log-in: Prescreen offers Waterfall to prequalification Not logged-in: Prequalification is default 10 Experian
11 Developing test plan and priorities is key Scorecard distribution Balance curves / pre-payment rates Price testing Take rates Display impact on take rates Preparing for open market Score band expansion Copy testing, envelope testing, etc. (brand) Product testing (loan limits, fees, other open market not being debt consolidation) ACH and auto-pay testing Income and employment verification testing Response curves Marketing creative, channel, audience, etc. 11 Experian
12 Getting the launch of a new personal loan product right Balancing core data with new marketing elements for targeting Marketing Working across internal stakeholders to deliver the product strategy Marketing Credit Finance Control Product Credit Governance and control Credit prescreen data provides sound targeting for pull through Marketing data and response models enable the funnel to capture more opportunity Open new market opportunities with proper risk controls Finance 12 Experian
13 Key success factors Overview of the market Unsecured personal loan definition Consolidators and non-consolidators Analysis and reporting 1. Marketing understanding 2. Product definition 3. Analysis Initial review of the entire personal loan market Sizing volumes of originations and understanding seasonality Unsecured personal installment loans were defined using enhanced type codes from Experian s BI definition of an unsecured personal loan Based on the difference from month 0 to month 3, consolidators and nonconsolidators were identified. 24 and 36-month performance periods were analyzed, and reports were created to return to Barclays 13 Experian
14 Key take aways 1. Smart use of data, insight and targeting can mean success, even in a saturated market 2. The key is to leverage credit and marketing insight setting up a framework to allow for integration, meeting compliance and risk requirements 3. The new ways to use engagement and fulfillment options across multiple channels also contributes to an improved ROI 14 Experian
15 Questions and answers Experian contact: Craig Wilson Lynn Brunner 15 Experian 4/17/2017 Experian Public Vision 2017
16 Share your thoughts about Vision 2017! Please take the time now to give us your feedback about this session. You can complete the survey at the kiosk outside. How would you rate both the Speaker and Content? 16 Experian
17
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