Customer Targeting & Segmentation

Explore credit card marketing trends and strategies to help you identify, engage, and acquire the right customers.

Customer acquisition in banking: Discover expert strategies, innovative solutions, and insights to grow and retain clients.

View our interactive e-book for the latest economic and consumer trends and learn how to set your portfolio up to succeed in any economic cycle.

Explore what identity resolution for credit marketing is and how it enables lenders to create more cohesive and personalized customer interactions.

Want to retain more customers and onboard new prospects, too? A customer-driven marketing strategy might be the tool you need to boost your marketing ROI.

For banks, remaining competitive doesn’t just involve enhancing their processes — it requires investing in the future of their business: Gen Z.

Learn how Washington State Employees Credit Union increased their revenue and member satisfaction by implementing a digital prequalification process.

A data-driven credit customer experience offers personalization and low friction — it's a win-win for consumers and businesses.

To increase efficiency and digital customer acquisition, forward-thinking lenders are seeking flexible technologies that enable automated decisioning.

To improve your customer retention efforts in 2023, you'll need to leverage comprehensive data, credit education, and digital technology.

Putting customers at the center of your credit marketing strategy is key to achieving higher response rates and building long-term relationships. To do this, financial institutions need fresh and accurate consumer data to inform their decisions. Atlas Credit was looking to achieve higher response rates on its credit marketing campaigns by engaging consumers with timely and personalized offers. The company implemented Experian’s Ascend Marketing, a customer marketing and acquisition engine that provides marketers with accurate and comprehensive consumer credit data to build and deploy intelligent marketing campaigns. With deeper insights into their consumers, Atlas Credit created timely and customized credit offers, resulting in a 185% increase in loan originations within the first year of implementation. Additionally, the company was able to effectively manage and monitor its targeting strategies in one place, leading to improved operational efficiency and lower acquisition costs. To learn more about creating better-targeted marketing campaigns and enhancing your strategies, read the full case study. Download the case study Learn more

Learn how using data-driven customer segmentation to create messages and offers that truly resonates will help your targeting efforts. Read more!

Lenders are increasingly using artificial intelligence (AI) and machine learning (ML) throughout the customer lifecycle and access to these advanced tools is expanding.

Strategic automotive marketing and measurement are getting more complicated with the increase in consumer channels and devices. This makes it harder for marketers to obtain a complete measurement picture. Measurement terminology is also evolving. Here's a look at some of today’s key definitions to familiarize you with the nuances and challenges it may already bring to your analytics. What is the open web? The open web is the web as a whole or the public side of the web with all the millions of sites that do not require a subscription or fee to use them. For example, in our industry, this would be an auto manufacturer’s website, a dealership’s website, or an online consumer shopping portal where you list your vehicles for sale – all of these are on the open web. These sites use open-source standards to deliver content to consumers without a separate app or company acting as gatekeepers. However, tracking approaches on the open web will shift as cookies will eventually disappear. What is a walled garden? A walled garden is a closed platform or ecosystem (e.g., Amazon, Apple, Facebook) wherein the platform provider controls the content, applications, and/or media and restricts access as it sees fit. The publisher offers consumer privacy and rich first-party data to advertisers, but the measurement is limited to activity within the ‘walls’ of the garden.  From an advertising perspective, buyers can only access these platforms through their own buying tools; they do not give access to any independent platforms. The publisher (the Walled Garden) handles all the buying, serving, tracking, and reporting within their ecosystem.  So, let’s say you are an automotive consumer checking out vehicles. If you’re reading your Facebook feed on your phone and you see an advertisement for a vehicle or a dealership, that OEM or dealership is advertising in a walled garden – in this case, the walled garden is Facebook. The challenge to an advertiser is that they can only measure activity that occurred within that ecosystem using the walled garden’s platform and measurement tools. What is a hedged garden? The “hedged garden” is a new industry concept. A hedged garden is when a network of publishers work together to activate first-party data sets in a privacy-compliant way across many partners at scale. These publishers run their businesses with large amounts of first-party consumer data. They often do not own or operate complete buying stacks. For example, companies like Target and Walmart let advertisers employ their data on shoppers for ad targeting, but brands can use their own buying tools. Other examples of a hedged garden might include Connected TV platforms such as Vizio’s or Samsung’s in-house ad businesses. If you’re sitting on your couch watching your Vizio-connected TV and you see an advertisement for a dealership or a manufacturer, they are advertised within that hedged garden.  As an advertiser, the advantage is that you can use their buying tool when targeting shoppers for your advertising. How to fill in the gaps the walled garden may leave open The walled garden can challenge marketers who desire cross-channel activation and measurement. If you're a marketer working within a walled garden, we can work with the data you have to give you a complete picture of your audience’s digital journey. Our experience and vast databases, including vehicle, credit, and customer insights, allow us to continue building strong partnerships within the fast-growing (Hedged Garden) ecosystem. We can help. Our Subject Matter Expert, Laurel Malhotra will be happy to answer any questions you may have. Contact her today.

With an abundance of loan options in today’s market, retaining customers can be challenging for banks and credit unions, especially small or regional institutions. And as more consumers look for personalization and digital tools in their banking experience, the likelihood of switching to institutions that can meet these demands is increasing.1 According to a recent Experian survey, 78% of consumers have conducted personal banking activities online in the last three months. However, 58% of consumers don’t feel that businesses completely meet their expectations for a digital online experience. To remain competitive in today's market, organizations must enhance their prescreen efforts by accelerating their digital transformation. Prescreen in today's economic environment While establishing a strong digital strategy is crucial to meeting the demands of today’s consumers, economic conditions are continuing to change, causing many financial institutions to either tighten their marketing budgets or hold off on their prescreen efforts completely. Fortunately, lenders can still drive growth during a changing economy without having to make huge cuts to their marketing budgets. How? The answer lies in digital prescreen. Case study: Uncover hidden growth opportunities Wanting to grow their business and existing relationships, Clear Mountain Bank looked for a solution that could help them engage customers with money-saving product offers while delivering a best-in-class digital banking experience. Leveraging Digital Prescreen with Micronotes, the bank was able to identify and present dollarized savings to customers who held higher-priced loans with other lenders. What’s more, the bank extended these offers through personalized conversations within their online and mobile banking platforms, resulting in improved digital engagement and increased customer satisfaction. By delivering competitive prescreen offers digitally, Clear Mountain Bank generated more than $1 million in incremental loans and provided customers with an average of $1,615 in cost savings within the first two months of deployment. “Digital Prescreen with Micronotes supplied the infrastructure to create higher-quality, personalized offers, as well as the delivery and reporting. They made prescreen marketing a reality for us.” – Robert Flockvich, Director of Community Outreach and Retail Lending at Clear Mountain Bank To learn more about how you can grow your portfolio and customer relationships, read the full case study or visit us. Download the case study Visit us 1The Keys to Solving Banking’s Customer Loyalty & Retention Problems, The Financial Brand, 2022.