Case Study: Denali Alaskan Federal Credit Union achieves 298% ROI on direct marketing with DH Corporation's Touché Analyzer

Matrix Segmentation Helps Credit Union Achieve a 298% ROI on Its Direct Marketing Program

Denali Alaskan Federal Credit Union, a $550M institution with 60,000 members, faced limited direct-marketing performance from a basic three-segment letter matrix that ran only April–November and lacked actionable measurement. Seeking better integration with its UltraData Enterprise Core and clearer campaign analytics, Denali engaged DH Corporation for Touché Analyzer, Touché Messenger and Outsourced MCIF Services to improve segmentation and year‑round member communication.

DH Corporation implemented an expanded seven-segment matrix, one-to-one multi-channel campaigns and faster MCIF-driven targeting, adding digital touches and richer creative. The program doubled response rates, raised new‑member responses from ~3% to over 5%, increased monthly impressions from 9,000 to 29,000, and produced a 298% ROI in the first two quarters of 2014 while improving new‑member retention from 86% to 96%.

Denali Alaskan Federal Credit Union

Keith Fernandez

Vice President, Corporate Development