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Top Retail Bank More Than Doubles Campaign Profitability Using Latest Uplift Modeling Techniques
A large successful American bank that had recently launched a new high-margin product was aiming to increase new product bookings. Should the bank mail all its customers to increase sales of the new product and incur a high mailing cost while still providing a positive return on mailings? Or could the bank increase incremental sales while reducing mailing costs by focusing its mailing on those customers best influenced by the marketing?
