Leading card issuer posts a double-digit increase in marketing response rates: First National Bank Case Study

Document created by Makenna.Brei Advocate on Dec 1, 2016Last modified by Makenna.Brei Advocate on Apr 27, 2017
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Client First Bankcard, a division of First National Bank Omaha, a card processor and leading issuer of commercial and bank credit cards.

 

Challenge The bank wanted to boost marketing campaign effectiveness and credit card net response rates as well as minimize time spent coding, rather than analyzing, data.

 

Solution FICO® Analytic Modeler Scorecard Professional powered by Xeno® was selected for its sophisticated analytics and productivity enhancing features.

 

Results Analysts developed models quickly and the competing objectives and reject inference features improved score performance by as much as 30%—driving a 10% increase in net response rate for a large marketing campaign

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