Anton Consulting
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Challenge: Having learned through research that approximately 50% of customers switch banks at the time of moving residences, this bank sought an effective way to:  1) target customers and prospects who were likely to move, and 2) measure the impact of “mover-related” direct marketing initiatives.


Solution: Designed a statistical model which could be automatically run every month to flag and score potential movers.  This model assisted in identifying a $200 million yearly direct mail “mover” opportunity for the bank.  Based on test pilots, this model doubled typical direct mail response rates by enabling more focused customer and prospect targeting.  Also designed and built an OLAP reporting tool for measuring and tracking the level of mover acquisition and retention results driven by direct mail campaigns.