Challenge

Optimize customer acquisition lending and insurance campaigns for existing customer cross-sell and prospect acquisition.

Action

Led the team that developed predictive models and segmentation schemes to identify customers and prospects most likely to respond and convert using customized communications based on segment. Established experimental design frameworks and tested numerous creative executions (email, direct mail, display) to determine new "champions". This process was followed for each monthly campaign delivering continuously improving results.

Results

Executed millions of acquisition communication pieces delivering thousands of new accounts for Bank of America at continuously decreasing acquisition costs.

Tactics

• Handraiser - a digital behavior retargeting ecosystem both online and offline
• Simple Term Life Insurance Acquisition
• HELOC Acquisition
• Mortgage Acquisition
• Marketing Performance Optimization