Case Study: Northrim Bank achieves improved profitability and targeted marketing with DH Corporation's Touché Analyzer

Northrim Bank Builds a Custom Profit Model into Touché® Analyzer and Sheds New Light on its Marketing Strategy

Northrim Bank, a $1.1 billion Alaska-based community bank with 10 branches and ~30,000 customers, engaged DH Corporation to gain deeper customer insight and improve its marketing strategy by building a fully allocated, custom profit model into the Touché Analyzer database. Leadership wanted to move beyond simple product counts and balances to understand true profitability by customer and product, and to identify growth opportunities and better allocate marketing spend.

DH Corporation’s Touché Analyzer team worked with Northrim to validate extracts, add fields (deposit and check counts, card transactions, fee-income, etc.), and build a controller‑signed profit model in the bank’s MCIF. The model revealed surprising drivers of profitability (most profitable households averaged ~2.5 products; some customers with more products were unprofitable), enabled targeted P$YCLE® segment campaigns instead of mass mailings, and delivered measurable results: increased acquisition and cross‑sell, higher balances and improved overall profitability for Northrim Bank.

Northrim Bank

Caroline Huntley

Marketing Officer