Case Study: America’s largest wireless provider (CellCo) achieves a 17% lift in ITA response rates and an expanded prospect pool with Equifax

America’s largest provider of wireless communication - Customer Case Study

CellCo, one of America’s largest wireless carriers with more than 40 million U.S. subscribers, faced intense competition and declining campaign performance as rivals saturated traditional media and prescreened offers lost appeal. Wanting to broaden acquisition methods, the company added invitation-to-apply (ITA) mailings but needed to answer “Who are our best customers, and how can we find more of them?” and improve ITA response rates without using credit data.

Equifax analyzed past campaigns and used its TotalSource XL database and ValueScore to build predictive models that rank-ordered prospects into three target groups reflecting newly acquired customers’ traits. Test mailings produced a 17% average improvement in response for the top group, expanded the prospect pool, and gave CellCo a repeatable, refinable approach to balance immediate response with long-term, loyal customers.