A brokerage firm had previously relied on broad-based advertising, but was transitioning to a new data-driven communications strategy. The marketing team wanted to take a data-driven approach to promoting the firm’s new positioning and drive new business. As part of their strategy, they wanted to:
Incorporate extensive internal surveys into their targeting efforts, but knew they needed unique behavioral financial data and a sophisticated modeling approach to be able to assign prospects and customers into the messaging segments
Ensure their custom segments could be applied to both offline and online channels
The firm leveraged Equifax’s financial data, analytics and modeling expertise to enhance its internal data and better assign customers to messaging segments that could be used for online and offline campaigns. As a result, an addressable TV campaign driven by the custom segments provided a 500% lift in new account assets.