Acquisition Marketing
Aligning segmentation, targeting and positioning strategies to the core value proposition of the lending product can achieve equally high response and conversion rates as compared to response / conversion models.
Our marketing services include using our proprietary PositiveSelectionSM process for identifying key credit bureau attributes and applying data mining techniques to build segmentation and targeting strategies.
Among non-traditional methods for acquisition is an idea such as does personality type influence both response and risk? Is such profiling and segmentation useful from a marketing standpoint? Are there certain personality types that respond and behave differently from others in matters of credit? How can we model and profit from this insight? We may have the answers.
Campaign Book
Direct mail marketing budgets form the ‘growth capital’ of any retail credit business that uses this channel. Millions of dollars are spent in monthly mail campaigns and with industry averages of response rates well below 1%, it is business critical to have an accountability of each mail drop.
Some questions we try to answer include: What is the expected level of ‘profit’ (NPV, ROA or ROE) that each mail campaign will generate? Similarly, what are specifics in terms of risk and underwriting profiles of new loans booked by mail campaign? Did one campaign significantly differ from another in performance? What caused the difference? Was it the targeting or the messaging in the creative or a price test or just something very idiosyncratic that needs further investigation? We can provide some interesting insights.
New Product Development
Defining product features, creating a value proposition, estimating the market size and conducting a thorough analysis of close competitors are some activities that we can perform to assist in the product development process.
For more information contact us at info@theskillmill.com. Please take a moment to respond to the following anonymized survey and consequently view results:
