US Bank case study
U.S. Bank Generates Outstanding Incremental Revenue Gains with Portrait Uplift Optimizer
The Consumer Direct division of U.S. Bank, a subsidiary of U.S. Bancorp, found that its marketing campaigns were not delivering the returns they once were, and relative to a control population it was failing to target customers with the most relevant message. U.S. Bank looked for a solution that would enable predictions of lift in customer response relative to a control population – i.e. incremental models that could be easily refreshed and updated to optimize campaign performance. After two successful trials, U.S. Bank implemented Portrait Uplift Optimizer and has since achieved significant gains in incremental revenue together with reduced costs through reduced mailing volumes.
Customer profile
- Subsidiary of U.S. Bancorp which holds $282 billion in assets
- 5th largest commercial bank in the United States
- Consumer Direct provides personal banking services to include credit, loans, savings, mortgages and investments
Benefits
- Increase in incremental cross sell revenue by over 300%
- Up to 40% reduction in mailing volumes for each campaign, further increasing campaign profitability