Case Study: First Bankcard achieves 10% net response increase with FICO Scorecard Professional

Leading card issuer posts a double-digit increase in marketing response rates

First Bankcard, a division of First National Bank Omaha and a major issuer of commercial and bank credit cards, faced growing difficulty building predictive models from massive datasets (about 10 TB) to identify which households to market to and how much credit to offer. Analysts were spending too much time coding instead of analyzing, and adverse selection—where the most likely responders were also the riskiest—was depressing net marketing response rates.

The bank implemented FICO Analytic Modeler Scorecard Professional powered by Xeno, using features like competing objectives and reject inference to balance response and risk and to infer behavior for unmailed applicants. Analysts developed models faster and improved score performance by up to 30%, which drove a 10% increase in net response rate for a large campaign while simultaneously boosting approval and response rates.

First Bankcard

Mihaela Kobjerowski

Vice President