Tag: credit risk
By: Wendy Greenawalt Marketing is typically one of the largest expenses for an organization and it is also a priority to reach short- and long-term growth objectives. With the current economic environment continuing to be unpredictable, many organizations have reduced budgets and are focusing more on risk management and recovery activities. However, in the coming year, we expect to see improvements in the economy and organizations renewing their focus on portfolio growth. We expect that marketing campaign budgets will continue to be much lower than those allocated before the mortgage meltdown but organizations will still be looking for gains in efficiency and responsiveness to meet business objectives. Optimizing decisions, creation of optimized marketing strategies, is quick and easy when leveraging optimization technology. Those strategies enable your internal resources to focus on more strategic issues. Whether your objective is to increase organizational or customer level profit, growth in specific product lines or maximizing internal resources, optimization / optimizing decisions can easily identify the right solution while adhering to key business objectives. The advanced software now available to facilitate optimizing decisions enables an organization to compare multiple campaign options simultaneously while analyzing the impact of modifications to revenue, response or other business metrics. Specifically, very detailed product offer information, contact channels, timing, and letter costs from multiple vendors -- and consumer preferences -- can all be incorporated into an optimization solution. Once defined, the complex mathematical algorithm factors every combination of all variables, which could range in the thousands. These variables are considered at the consumer level to determine the optimal treatment to maximize organizational goals and constraints. In addition, by optimizing decisions and incorporating them into marketing strategies, marketers can execute campaigns in a much shorter timeframe allowing an organization to capitalize on changing market conditions and consumer behaviors. To illustrate the benefit of optimization: an Experian bankcard client was able to reduce analytical time to launch programs from seven days to 90 minutes while improving net present value. In my next blog, we will discuss how organizations can cut costs when acquiring new accounts.
A recent New York Times (1) article outlined the latest release of credit borrowing by the Federal Reserve, indicating that American’s borrowed less for the ninth-straight month in October. Nested within the statistics released by the Federal Reserve were metrics around reduced revolving credit demand and comments about how “Americans are borrowing less as they try to replenish depleted investments.” While this may be true, I tend to believe that macro-level statements are not fully explaining the differences between consumer experiences that influence relationship management choices in the current economic environment. To expand on this, I think a closer look at consumers at opposite ends of the credit risk spectrum tells a very interesting story. In fact, recent bank card usage and delinquency data suggests that there are at least a couple of distinct patterns within the overall trend of reducing revolving credit demand: • First, although it is true that overall revolving credit balances are decreasing, this is a macro-level trend that is not consistent with the detail we see at the consumer level. In fact, despite a reduction of open credit card accounts and overall industry balances, at the consumer-level, individual balances are up – that’s to say that although there are fewer cards out there, those that do have them are carrying higher balances. • Secondly, there are significant differences between the most and least-risky consumers when it comes to changes in balances. For instance, consumers who fall into the least-risky VantageScore® tiers, Tier A and B, show only 12 percent and 4 percent year-over-year balance increases in Q3 2009, respectively. Contrast that to the increase in average balance for VantageScore F consumers, who are the most risky, whose average balances increased more than 28 percent for the same time period. So, although the industry-level trend holds true, the challenges facing the “average” consumer in America are not average at all – they are unique and specific to each consumer and continue to illustrate the challenge in assessing consumers\' credit card risk in the current credit environment. 1 http://www.nytimes.com/2009/12/08/business/economy/08econ.html
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