As part of an extensive post-campaign analysis for the bank, we were asked to measure and compare previous campaigns by type, method of contact, creative, triggers and more, assessing response rates for each against a control group.
An automated solution gave a fast, standardised output, with responses identified by campaign/offer codes, or inferred using fixed, post-campaign response intervals.
By feeding results into later campaigns, we’ve ensured our analysis is part of a continual process of improved targeting.
A sophisticated suite of reports has enabled the bank to target mailings more effectively, increasing response rates and ROI, and improving customer relationships. The bank now has fresh insight into the campaigns that worked, the ones that didn’t, and a clear understanding of which specific messages are most likely to improve response rates.